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Ayoba, MTN ’s Super App, Reaches 35 Million Monthly Active Users in Africa

By Oluchukwu Ikemefuna

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Ayoba, the all-in-one super app produced by MTN in partnership with a dedicated Ayoba team, has hit an important milestone: it now boasts of more than 35 million monthly active users across Africa.

This remarkable achievement shows that the app is becoming more influential and can better meet the needs of the people of Africa.

Ayoba, MTN ’s Super App, Reaches 35 Million Monthly Active Users in Africa

Growth and Success of Ayoba

Ayoba was initially introduced in May 2019 and in just two years, it has grown to over 10 million monthly active users.

By 2021, the app had become popular enough to win the Best OTT Brand of the Year at the Marketing World Awards as well as Bonteh Digital Awards‘ Best Mobile App.

In 2022, Ayoba was given the award for being the Top Innovative Technology and Telecom Product of the Year at the National Communications Awards.

Ayoba’s Growth and Expansion

The company started to provide new services after its initial launch such as games for Android in February 2020, Momo (Mobile Money) in Cameroon in May 2020, and MicroApps in May 2020.

The platform also launched music and voice and video calling features in 12 territories in August 2020.

The first version of Ayoba for iOS was released in September 2020.

Ayoba’s Features and Functionality

Ayoba is a one-stop shop for communication, entertainment, and information.

Users can employ the app for various purposes, which include:

Messaging

Ayoba offers seamless communication where users can send and receive text messages, photos, videos, files, and voice notes.

The app has a unique feature that allows users to chat with people who don’t have Ayoba installed.

These non-Ayoba users will receive SMS notifications of incoming messages and can respond directly through SMS with their replies appearing in the Ayoba chat of the original sender.

This guarantees smooth communication irrespective of whether everyone has the app.

Content Consumption

Ayoba provides a broad array of content for its users.

Users can join channels that match their preferences giving them access to an endless flow of articles, music playlists and interactive games.

This eliminates the need for multiple apps by offering a convenient centralized platform for entertainment and information.

Financial Services (in select regions)

In certain participating territories, Ayoba works closely with MTN Mobile Money (MoMo).

This allows users to send and receive money securely without leaving the app, streamlining financial transactions and promoting financial inclusion.

Read More: MTN Uganda Reports Significant Profits Caused by Data Boom

MTN’s Strategic Partnership: Driving Business Growth

Ayoba’s success has been significantly contributed by MTN, a major player in the telecommunications industry in Africa.

The partnership has given Ayoba access to a huge user base by leveraging MTN’s vast network across the continent.

In addition, MTN provides Ayoba users with free daily data in specific regions, thus making the app more accessible and having a wider adoption.

The Impact of Ayoba Beyond Numbers

Ayoba’s expanding user base means more than just a trending app.

It reflects the changing face of how Africans relate with technology.

The following is a closer look at the broader impact:

Fostering Local Content Creation: Ayoba gives African creators an opportunity to show off their work.

Channels that feature music, games, and articles are avenues for local talent to reach a larger audience, thus creating a vibrant content ecosystem within Africa.

Promoting Digital Inclusion: The ability of the app to partially operate without data charges makes it more affordable to users with limited data plans.

This is particularly important in areas with poor internet infrastructure, as it helps more people to connect and participate in the digital world.

Improved User Experience: Ayoba’s user-friendly design prioritizes smooth and convenient experience.

The consolidation of different features eliminates the need for many apps, thus simplifying daily tasks and consumption of entertainment.

Looking Ahead: Continued Growth and Innovation

With a very strong user base and a significant impact on the people, Ayoba has a promising future.

Developers keep working on improving things, lately with an increased focus on making in-app gaming experience better.

This commitment to innovation is what keeps Ayoba on top of Africa’s digital landscape.

The success story of Ayoba is an example of the possibilities that African-made technology solutions hold.

As the app keeps growing and reaching out more, it may be able to further empower Africans and close the digital divide in Africa.

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Oluchukwu Ikemefuna
Oluchukwu Ikemefuna

Oluchukwu Blessing Ikemefuna, a talented content writer from Anambra, Nigeria, found her writing passion in secondary school. Holding a degree in Biological Sciences from Federal University of Technology, Owerri, she specializes in blog writing across technology, finance, healthcare, education, and lifestyle sectors. With strong research and SEO skills, Oluchukwu creates engaging content globally. Her work aims to inspire and engage authentically while driving action. Outside work, she enjoys travel, reading, and movies as she grows as a skilled writer.

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