MTN’s Ayoba super app is enhancing its business-to-business (B2B) strategy to integrate more commercial services into its platform, aiming to help local businesses improve customer engagement channels. Since its launch in May 2019, Ayoba has reached millions of users across Africa, with its user base growing nearly 30% year-on-year, reaching 36 million active users outside MTN’s traditional markets. In South Africa, the app has grown to 1.
5 million active monthly users, offering over 150 services from third-party providers. Initially an instant messaging app, Ayoba has evolved into a multifaceted entertainment platform with music, games, mobile money, micro-apps, education, podcasts, and short-form video content. According to Sipho Mothobi, head of product at Ayoba, the user surge can be attributed to upgraded communication features that have increased adoption and retention. Ayoba is now focusing on introducing business accounts, a suite of business-oriented features, a communications API, and improvements to its partner portal, alongside new payment partners
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