MTN’s instant messaging platform, ayoba reached 35 million monthly active users across the African continent in December 2023.

The telecoms operator made this disclosure in a statement posted on its website.

MTN attributed the growth to heightened retention rates and organic adoption, fuelled by an enhanced user experience and a robust content offering that includes music, channels, games, and services.

The expansion had been further propelled by the inclusion of users from new territories such as Kenya, Egypt, Mali, Tanzania, Burkina Faso, and Botswana, the operator said.

MTN Group Chief Commercial Officer, Selorm Adadevoh, stated, “Empowering connections, fostering 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 embarked on 2024 with a steadfast commitment to continuing to evolve ayoba, delivering enriched experiences for its growing user base in Africa.”

According to the MTN boss, the firm’s 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 successfully launched content marketing, attracting partnerships with top brands such as Cadbury’s and Chappies.

He noted that the year ahead would see a heightened focus on expanding partnerships with known brands as new ad sales options are introduced to capitalise on the growing user base and engagement.

Looking ahead to 2024, the Chief Executive Officer of ayoba, Burak Akinci, expresses optimism, saying, “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, and 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,” Akinci stated.

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