MTN shuts down super app
MTN is shutting down its Ayoba super app, once positioned as a rival to players like WhatsApp, as it works to establish a unified digital platform for its customers.
The African telecommunications giant says the decision came as part of a routine review of its digital services portfolio.
“MTN is building a unified digital platform designed to bring connectivity, content, services and everyday digital experiences together in one place,” MTN told MyBroadband.
It said this approach will reduce fragmentation across its digital touchpoints and provide customers with a more seamless, consistent experience.
“To this end, MTN has commenced a phased sunset of Ayoba in selected markets, subject to regulatory approvals,” it said.
“Users in those markets have already been notified directly through in-app messaging and updated terms and conditions.”
Ayoba’s user base peaked at over 35 million in late 2023, and it planned to reach 100 million users across the continent. MTN hoped the app would compete with top messaging platforms like WhatsApp.
MyBroadband asked MTN for confirmation after reports across West Africa surfaced indicating that it is shuttering Ayoba. The app is no longer available for download on smartphone app stores in South Africa.
Adrian Daniels, founder and host of the Sound of Accra Podcast, posted a screenshot on LinkedIn of a message sent to users confirming the shutdown. The message is quoted below.
Hey Ayoba Fam!
We wanted to let you know that Ayoba is entering a new chapter. From 20 March 2026, the Ayoba app will no longer be available on the app stores.
If you uninstall the app after that date, you won’t be able to download it again. You’ll still have 30 days after 20 February 2026 to download the app if you need to.
After those 30 days, downloads will no longer be possible. Thanks for being part of the journey. You can check our updated terms for more details.
MyBroadband checked the Google Play Store and Apple App Store on Monday, 23 March 2026, for mobile devices in South Africa, and the Ayoba app wasn’t available for download.
A WhatsApp rival with free data incentives
MTN launched Ayoba in 2019, positioning it as Africa’s super app. It drew inspiration from WeChat and hoped to compete with global messaging apps like WhatsApp by leveraging the network operator’s African footprint.
It offered a wide range of features. Core communication features included instant messaging with text, voice notes, and media; voice and video calls; group chats; and SMS continuity.
SMS continuity refers to the delivery of instant messages via SMS to non-Ayoba users. One of the app’s primary attractions was free data usage incentives for MTN customers in some markets.
However, to be considered a super app, an app must offer far more than just messaging features. In this regard, the Ayoba app offered a range of entertainment and money management features.
Users could access news, sports, and entertainment content channels, music streaming, mobile games, and micro-apps within the Ayoba ecosystem.
MTN also integrated mobile money features, enabled by the MTN MoMo service, offering zero-rated, zero-monthly-fee transactions.
Adoption of the MTN Ayoba platform was relatively fast following its launch, with its active user base reaching one million users in under a year, and two million users by mid-2020.
Its growth accelerated in the years that followed, reaching approximately 20 million active users by the end of 2022, then 25 million in early 2023, and 28 million by mid-2023.
Ayoba’s active user base reached a peak of around 35 million by the end of 2023, which MTN described as a significant milestone.
“This growth is attributed to the heightened retention rates and organic adoption, fuelled by an enhanced user experience in the communication suite and a robust content offering that includes music, channels, games, and services,” MTN said.
“The expansion has been further propelled by the inclusion of users from new territories such as Kenya, Egypt, Mali, Tanzania, Burkina Faso, and Botswana.”
Loading ...