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African super-app, hits 35 million monthly active users.

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Vusi Melane
Vusi Melane
Staff Writer

Ayoba is delighted to announce the attainment of a significant milestone, with our super-app now boasting 35 million monthly active users across the African continent as of December 2023.


This remarkable growth can be attributed to heightened retention rates and organic adoption, fueled by an enhanced user experience within their communication suite and a robust content offering encompassing music, channels, games, and services. Furthermore, their expansion has been accelerated by the addition of users from previously untapped territories, including Kenya, Egypt, Mali, Tanzania, Burkina Faso, and Botswana.

MTN Group Chief Commercial Officer, Selorm Adadevoh says “Empowering connections, MTN 1fostering innovation, and charting the course for a digital future, ayoba is more than an app – it’s a transformative journey. Like the continent itself, ayoba has been resilient, dynamic, and forward-thinking. As we reflect on the milestones of 2023, it’s clear that our dedication to innovation and user-centricity has propelled ayoba to new heights.”

“With gratitude for the past and a vision for the future, we embark on 2024 with a steadfast commitment to continuing to evolve ayoba delivering enriched experiences for its growing user base in Africa. Our focus remains unwavering on empowering communities, driving innovation, and building a sustainable ecosystem for long-term growth, ayoba is not just an app; it’s a testament to the power of connectivity.”

In 2023, Ayoba saw remarkable growth in its services. Music streaming surged with over 600 million streams by partnering with Boomplay for playlists. Messaging and the ‘Explore’ landing page also contributed to this growth.


Looking ahead to 2024, Ayoba’s CEO, Burak Akinci expresses optimism. He says “We are very proud of our achievements in 2023, and we have a lot to look forward to in the coming year. We begin the year with a strong offering for Football fans including multiple daily news updates, games, themed playlists to name a few.  As we move into the year, our product and content teams have many updates coming across Messaging and Groups, User Stories, Music, Games and more. Our focus in 2024 will extend to the B2B front, introducing features to benefit our partners and leverage our growing ecosystem and traffic.”

In 2023, Ayoba’s content marketing launch drew in top brands like Cadbury’s and Chappies. 2024 will prioritize expanding partnerships with renowned brands, leveraging new ad sales options to capitalize on growing user base and engagement.


Ayoba has landed impressive new partners, ranging from international NGOs to the localized Dycoco. This expansion brings additional French comedy to the beloved Adamant Media series on the platform. Looking ahead to 2024, Ayoba plans to introduce more podcasts, playlists, educational content, sports news, lifestyle updates, and uplifting short-form videos.

Ayoba is set to launch upgraded services, including a communications API, new payment partners, and improvements to its partner portal. The new ‘Discover’ Page offers innovative traffic generators and a carefully selected range of services within the Services vertical.

Ayoba has prioritized messaging and enhanced it with a redesign and new features in 2023. Now, in 2024, Ayoba is focusing on commercial aspects, introducing business accounts with support and specialized features.

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