After surpassing the milestone of 30- million monthly active users, African super-app ayoba is on track to achieving 100-million monthly active users by 2025, in line with telecommunications giant MTN’s Ambition 2025 strategy.

This is as the application grows in popularity, particularly in focus territories such as Nigeria, Ghana and Côte d’Ivoire, and has successfully broadened its user base into new markets, such as Kenya and Tanzania, contributing to its rapid growth since passing the 25-million monthly active user mark in May 2023.

“Ayoba’s growth reflects our commitment to delivering valuable, user-focused services. This achievement is a significant step in our ongoing journey to deepen connectivity and digital inclusion across Africa and signifies the trust and reliance users have placed in ayoba as a platform that enriches their daily lives,” says MTN Group COO Jens Schulte-Bockum.

“It also serves as a catalyst for further innovation as we continue to enhance the app’s features to meet the diverse needs of our growing user base.”

This year, ayoba has focused on enhancing communication and content features, which MTN says has been well received, as evidenced by a notable increase in music streaming, messaging and overall user retention.

“Our plan for the year is rolling out strongly. We are incredibly grateful for the trust and engagement from our growing community of users. Our strategic execution this year has been laser-focused on what matters most to them,” says ayoba CEO Burak Akinci, noting that the positive market response validates the company’s approach to offer user-centric features and localised content.

In addition to card views in the channels vertical increasingly significantly, with users viewing over 200-million cards this year alone, focused on news, sports and comedy, ayoba also recently announced its first commissioned video drama series, Nite Nite, produced in Ghana, and its inaugural African games, produced by Usiku Games in Kenya.

“As we look ahead, our immediate focus is on an enhanced gaming experience set to pilot in South Africa. “This is part of our broader vision to make ayoba an integral part of daily life across the continent.”

Further, the introduction of the new ‘Explore’ landing page, which is live across all key markets, streamlining content discovery and user access to relevant and trending content, marks a significant advancement for the Android version of the app.

In line with its commitment to sustainable long-term impact in key markets, ayoba continues to advance its integrated ecosystem development approach revolving around the MicroApps vertical.

During the current quarter, a key initiative in Nigeria, the ayoba SME Accelerator programme, has also been launched, specifically designed to digitalise, empower and accelerate the growth of small businesses.

The programme aims to foster innovation, enhance competitiveness, drive growth and create sustainable employment opportunities.