Africa’s super app ayoba has announced the
achievement of a significant milestone – surpassing the 25 million monthly
active users mark as we celebrate our fourth anniversary.
This is up from 20 million monthly active
users in December 2022. The platform is available globally but has a strong focus on the African continent. Among key territories are Nigeria, Cameroon,
South Africa, Ghana, Côte d’Ivoire, Uganda, and The Republic of Congo.
“25 million is a
significant milestone to pass on our fourth birthday,” says
CEO Burak Akinci. “Our journey has been transformative, and the
positive response from our users fuels our drive for innovation. Our users are
at the heart of our progress, and we are grateful for their support.”
So far in 2023, ayoba has focused on
enhancing communication and content features. These have been well received,
with a 35% increase in messages, and a 16% increase in both stories and VoIP
calls. Users have viewed 88 million cards across all channels, on topics such
as entertainment, education, food, fashion, and more.
“The first four months
of 2023 was a period of significant growth and development for ayoba. We have
improved our socialisation and messaging functionalities, enhanced our microapp
experience, and added many more features,” Akinci
says.
The introduction of the new ‘explore’
landing page marks a significant advance for the ayoba’s Android version. This
page, currently in the pilot phase, will be rolled out to all key territories in
the future. It brings a simplified design for easy navigation through Ayoba’s
curated high-quality content and highlights our themes to our users.
The microapp’s vertical has also seen
significant evolution in Q1 at ayoba, as a direct shortcut to the vertical has
been added on the bottom navigation bar. This section, referred to as an
evolving ‘ecosystem for small African businesses’ – and some larger ones – allows
service providers easy access to the existing ayoba user base with minimal
effort. The most popular micro-apps currently are ‘live scores’ (allowing users
to get the latest sports scores), ‘ayoba gifting’, ‘video play apps’, sports,
and shopping.
Born out of a partnership with MTN, ayoba
is available on all networks. In certain participating territories, users on
ayoba receive complimentary daily data, amplifying its value proposition*.
ayoba’s growth trajectory has it on track to achieve 100 million monthly active
users by 2025 in line with MTN’s Ambition 2025 strategy.
By: Kanto Okanta
