Ayoba CEO, Burak Akinci.

Bouyed by recent expansion into new markets, MTN Group-backed super app Ayoba reached a new milestone of 35 million monthly active users for the financial year ending in December 2023.

MTN Group, Africa's largest telecom provider, credited this growth to higher retention rates and organic adoption, driven by improved user experience in the communication suite and a strong content offering that includes music, games, and services.

Ayoba entered new markets in the fourth quarter of the previous financial year, including Kenya, Egypt, Mali, Tanzania, Burkina Faso, and Botswana.

MTN says the inclusion of customers from these new markets boosted the super app over the period under review.

Selorm Adadevoh, MTN Group chief commercial officer, says: “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.”

Adadevoh adds that the telco’s focus remains unwavering on empowering communities, driving innovation, and building a sustainable ecosystem for long-term growth.

Looking ahead to 2024, Burak Akinci, Ayoba's CEO, expresses optimism, saying: “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 business-to-business front, introducing features to benefit our partners and leverage our growing ecosystem and traffic.”