MTN is phasing out Ayoba, the telecom disclosed in a notification sent through in-app messages and updated terms and conditions. The company is phasing out the app in a bid to consolidate its digital services into a single, integrated platform.
Ayoba is an African-focused "super app" used for encrypted instant messaging, voice and video calls, and file sharing (such as photos, videos, and audio). The app has served as the core of MTN's digital ecosystem, housing chat, music, games, news, and mobile money.
In fact, the app was once positioned as Africa’s answer to WhatsApp—when WhatsApp was under the ownership of Jan Koum and Brian Acton—and WeChat, because during the app's early stage, many of its users were attracted by free data incentives.
This resulted in weak retention of users when the app was changing strategy to implement long-term utility to stay competitive with messaging app like WhatsApp. In its final year, Ayoba users encountered several technical problems, such as verification issues, which further hurt the user experience and lowered engagement.
According to a late 2023 report, Ayoba reached over 35 million users, and MTN had plans to grow the platform’s user base to 100 million across Africa. Launched in 2019, Ayoba’s main goal was to rival WhatsApp.
MTN said it's building a unified digital platform to reduce fragmentation and deliver a more seamless user experience as customer expectations evolve rather than continuing to scale Ayoba.
However, it's important to note that the phasing out, which is subjected to regulatory approval, is implemented in stage in some selected markets. However, the phase out is already underway.
Firstly, MTN has removed the Ayoba app from app stores on March 20, and existing users in South Africa, Nigeria, Kenya, Egypt, Mali, Tanzania, Burkina Faso, and Botswana have been given a 30-day window before the service is permanently discontinued.
MTN clarified that if users uninstall the Ayoba app after the cutoff, they won’t be able to reinstall it from the app store. Users have until 20 March 2026—30 days after 20 February 2026—to download or reinstall the app. After this 30-day window, it will be permanently removed from all app stores.
