MTN shuts down Ayoba app, focuses on unified digital platform

MTN Group has begun shutting down its Ayoba messaging platform across several African markets, marking a strategic pivot toward a more integrated digital ecosystem for its customers.

The telecom giant confirmed that the move is part of an ongoing review of its digital services portfolio, with the shutdown already underway in countries including South Africa, Kenya, Egypt, Mali, Tanzania, Burkina Faso, and Botswana. In affected regions, the app has been removed from major app stores, effectively halting new downloads.

MTN said the decision aligns with its broader ambition to build a unified platform that brings together connectivity, content, and financial services into a single, streamlined user experience. The company believes this approach will reduce fragmentation across its digital offerings while improving accessibility and consistency for users.

From super app ambitions to strategic reset

Launched in 2019, Ayoba was positioned as Africa’s answer to global messaging platforms like WhatsApp, with ambitions of evolving into a full-fledged “super app” similar to Asia’s multi-service platforms.

Beyond messaging, Ayoba offered voice and video calls, group chats, news, entertainment content and mobile money integration through MTN’s MoMo service. One of its standout features was free data access for MTN subscribers in select markets, as well as SMS continuity, which allowed users to send messages to non-Ayoba users via traditional text messaging.

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The app experienced rapid early growth, reaching one million active users within its first year and expanding to about 35 million users by the end of 2023. At its peak, MTN had projected a target of 100 million users across the continent, banking on its extensive network reach to drive adoption.

However, despite these gains, Ayoba struggled to compete with entrenched global platforms, particularly WhatsApp, which continues to dominate the messaging space in Africa.

Gradual shutdown and what comes next

MTN has adopted what it describes as a “phased sunset” approach, gradually discontinuing the app while notifying users through in-app messages and updated terms. According to communications shared with users, Ayoba was removed from app stores around March 20, 2026, with a limited window provided for final downloads before a complete shutdown.

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The company noted that the process remains subject to regulatory approvals in each market, suggesting that timelines may vary depending on local requirements.

While MTN has yet to clarify whether Ayoba’s features will be integrated into its upcoming unified platform, the shift signals a broader recalibration of its digital strategy. Rather than maintaining multiple standalone services, the company appears focused on consolidating its offerings into a single ecosystem designed to compete more effectively in Africa’s evolving digital landscape.

The move also underscores a wider industry challenge, as telecom operators continue to struggle to build platforms that can rival global tech giants in messaging and everyday digital services, even with advantages such as network control and subsidised data access.