Africa’s innovative attempt to build its own version of WhatsApp is coming to an abrupt end after telecoms giant MTN Group confirmed it is shutting down Ayoba.
Once dubbed “Africa’s WhatsApp,” the platform struggled for seven years to win lasting user loyalty across the continent.
Launched in 2019 with ambitions to rival global messaging platforms, Ayoba combined chat, voice and video calls, payments, music, games and micro-app services into a single “super app.”
It was aggressively promoted through zero-rated data for MTN subscribers, helping it expand rapidly to more than 35 million users at its peak in 2024.
But expansion did not translate into sustained engagement.
MTN confirmed the app will no longer be available for download from this month, after giving users a 30-day notice period.
In a statement, the African number one telco said: “MTN routinely reviews its digital services portfolio to ensure we deliver a simplified and integrated experience for our customers. This evolution reflects MTN’s continued focus on strengthening its digital ecosystem and ensuring customers benefit from a more unified and enhanced digital experience.”
The shutdown underscores a harsh reality in Africa’s digital economy: building a successful messaging platform requires more than distribution power and incentives.
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