MTN to shut down Ayoba app after years of struggle to gain traction

MTN Group is discontinuing its messaging and super app, Ayoba, marking the end of a years-long attempt to build a homegrown African alternative to global platforms like WhatsApp.

The company has confirmed that Ayoba will no longer be available for download on app stores from March 20, 2026. Users were given a 30-day window from February 20 to reinstall the app before it was permanently delisted.

Launched in 2019, Ayoba was positioned as an all-in-one platform offering messaging, voice and video calls, music, games, and micro-app services. It was also heavily promoted with incentives such as free data access for MTN subscribers to drive adoption.

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At its peak, the app recorded over 35 million monthly active users by April 2024, with ambitions to scale to 100 million users across Africa.

However, despite early growth, Ayoba struggled to maintain meaningful user engagement. Its reliance on MTN’s distribution and free data incentives attracted users but failed to build lasting value.

Once incentives declined, many users abandoned the platform, exposing a weak product-market fit. The app also faced technical challenges, with users reporting persistent verification issues that made re-registration difficult in some markets by 2025.

For millions of users across the continent who relied on Ayoba for free messaging, entertainment, and digital services, the shutdown signals the end of one of Africa’s most ambitious attempts to create a locally-driven digital platform.