Moya
Platform · this deep dive is built from the official pages of the platform itself and of the tools that support it.
Overview
MoyaApp is a South African messenger built around a single idea: messaging keeps working even when a subscriber has run out of data. The platform puts it plainly: «Keep chatting! We'll never cut you off — even when you're out of data». The app's operator is named as Moya App (Pty) Ltd, a limited liability company registered in South Africa under number 2021/515484/07.
The free-data mechanism (the platform calls it #datafree) rests on agreements with mobile operators, and the platform is honest about the risks: being able to use the app without data being deducted depends on an agreement with your operator, such agreements may end at any time and without notice, and the operator will then start charging you at your normal rate. As of our check, MTN, Vodacom, Cell C and Telkom are supported in South Africa.
For a social media manager this is not a messenger for running a channel, but an advertising and communication route to an audience that economizes on data. The platform has no channels with subscribers and no creator programme, but it does have ad formats, a storefront of websites inside the app, and a messaging API.
Who's here
The platform describes its audience in ranges and only in the business section. There it says: «up to 4 million daily active users» and «up to 6.5 million monthly active users». The wording «up to» is an important caveat: it is an upper bound, not a measured value, and the platform gives no date on which it was counted.
The advertising section repeats the same upper bound: «capture the attention of up to 6.5 million engaged South Africans», and the «Discover» section gives the lower one: «up to 4 million daily active users in South Africa».
Geography is South Africa; the platform names no other countries. It promises a demographic breakdown: «our demographic breakdown is statistically significant at a 99 % confidence interval». The charts themselves (province, age, ethnic composition), however, do not render on the page — an error message is returned instead.
The interface language of the site is English. The platform does not list the languages of the app itself on the pages we checked.
Getting started
An ordinary user
The app is available in the App Store, Google Play and Huawei AppGallery. Registration is by mobile phone number: when installing you supply a working number and agree to receive messages and calls with registration codes. The age threshold is high: you must be 18 to use the app.
A practical detail the platform warns about separately: updating the app is not datafree — it needs data or Wi-Fi. The same page says that voice and video calls are not part of the datafree mode, and that attachments — voice messages, photos, video and documents — are sent only when you have data or Wi-Fi.
Business
There is no separate «business account» in the app: brand work goes through a contract with the platform. All the business sections — «Discover», «Ads», «Business API», «Research», «Quizzes» — end in a «Contact us» form rather than self-service sign-up. For the API the platform suggests you request an account by writing to the developer support address.
What you can publish
The user-facing formats are listed on the home page: unlimited text messages, voice notes, group chats, voice and video calls, automatic contact discovery and end-to-end encryption. The «Discover» section gives access to news, football scores, Wikipedia, weather and government services.
The platform has no «post to a feed» formats: no channel, wall or profile with followers is described in MoyaApp. Everything a brand can publish is published either as an advertisement, or as a website inside the storefront, or as a message to a specific user.
Content restrictions are in the acceptable use rules. You may not infringe other people's rights; publish unlawful, obscene, defamatory, threatening or racially or ethnically offensive material; spread false and misleading statements; impersonate someone else; support pyramid schemes, Ponzi schemes and «get rich quick» programmes; or trade in drugs and prohibited substances.
How to grow
The Discover storefront
The main presence tool is placing a website inside the app. The platform describes it this way: the site does not need to be rebuilt, the «Datafree Platform» technology handles that; the user does not leave MoyaApp, and visiting the site is datafree for them. The payment model is named in the same place: CPC pricing — per click. The platform calls the onboarding procedure simple: «a simple onboarding process, approval only is required» — meaning there is moderation.
Advertising
The formats: full-screen vertical video and static ads, preloaded for instant playback, with a «swipe up» function for a datafree click through; an SDK is available for embedding in any app. The platform's argument is that the data cost barrier is removed: «#datafree removes the data cost barrier», which, it claims, produces a high share of completed views.
Statistics
The platform promises reporting of its own: the reporting platform gives metrics for impressions, click-throughs, complete views, subscriptions and delivered messages. Access to it is through the business portal; terms and prices are not published on the open pages.
There is also a separate research panel: quantitative and qualitative online research on an engaged audience. That is a rare instrument for a messenger, but it too is sold under contract.
Path to monetization
MoyaApp does not pay content creators: no blogger programmes, no subscription channels, no donations and no revenue share are described on the pages we checked.
The platform does promise users money, but along a different line — for taking part in surveys. The help section has a separate topic about how payouts work for the «Moya Research», «Moya Rewards» and «Moya Quiz» programmes. The open page names no amounts, thresholds or payout geography.
For a business the cash flow runs the other way: you pay the platform for clicks in the storefront, for ad impressions and for messaging. The rates are not published — the API section promises only «simple low pricing with unlimited usage», with no numbers.
Tools and automation
Business API
The key tool is the messaging API. The platform describes it as follows: sending information, promotional material, links to datafree content and support; users receive and reply to messages datafree; both one-to-one and broadcast messaging are available. The condition is stated outright and repeated twice: messaging runs «via opt-in chat in MoyaApp» — that is, only to people who have given consent.
The documentation is open. It lists three interfaces: the Business Messaging API (sending and receiving messages, checking whether a user is on the platform, statistics on messages sent and received), the User Data API (requesting information about users) and integration with the Research API. It also states that Python code samples are published in a repository on GitHub, and some functions are available through the business portal.
Ready-made integrations
A separate strong point is the ready-made connectors to chat platforms. The platform names them one by one: RapidPro and TextIt, Infobip, AWS Lex, Azure Bot Services, Turn.io, Voiceflow and Botpress (the open source version only). There is also a recommendation there: if you want to use one of these platforms, contact the platform rather than writing your own integration.
There are no third-party scheduling or analytics services that claim support for MoyaApp.
Limits and rules
- Age. 18 and over.
- What is not datafree. Calls and attachments require data or Wi-Fi; updating the app does too.
- Dependence on the operator. Free access applies only while the platform has an agreement with your operator; the agreement may end without notice, and the platform is not responsible for the charges that follow.
- Messaging. The rules prohibit sending unlawful or unacceptable messages, including bulk messaging, auto-messaging and auto-dialling. There is one legal route to messaging — opt-in through the Business API.
- Non-user use. Any non-user use of the service without the platform's separate permission is prohibited — meaning commercial work requires a contract, not just installing the app.
- Automation. You may not create accounts by automated means or collect information about users in an unacceptable way.
- Law. South African law applies; the platform has a separate manual on the access to information act (PAIA), and the link to it sits in the legal block of the home page. The version of the terms as of our check is dated 17 June 2026.
Who it's for
It suits brands working the mass market of South Africa that want to reach people economizing on data: banks, retail, operators, government and public programmes. The Discover storefront solves a specific problem — opening your site for someone who has no money for data.
It suits chatbot projects: the list of ready-made integrations (RapidPro, Infobip, Turn.io, Voiceflow and others) covers most common stacks, and the Business API is documented publicly.
It does not suit organic promotion: MoyaApp has no channels, feeds, recommendations or followers, and there is no growing «under your own steam» — everything goes through a contract and payment. It does not suit creators: the platform does not pay for content. And it does not suit work outside South Africa: all of the platform's audience and all of its partnerships are South African.
Verified data
The checked data this deep dive rests on.
About the platform
the operator is Moya App (Pty) Ltd, a limited liability company registered in South Africa under number 2021/515484/07 · the source is dated 2026-06-17
Named as a party to the user agreement; the version of the terms is dated 17 June 2026
source, checked 2026-07-28
on the home page the platform describes itself as follows: «Keep on chatting! We'll never cut you off - even if you run out of data»
source, checked 2026-07-28
the key mechanism is #datafree: messaging works when a subscriber has run out of data; attachments, calls and updating the app are not datafree
Footnotes on the home page
source, checked 2026-07-28
Who's here
Daily audience. the platform reports «up to 4 million» daily active users in South Africa; the wording «up to» is an upper bound, and there is no date
The platform's claim about itself, not an independent measurement
source, checked 2026-07-28
Monthly audience. the platform reports «up to 6.5 million» monthly active users; there is no date
The platform's claim about itself; the same bound is repeated in the advertising section
source, checked 2026-07-28
the datafree mode works on MTN, Vodacom, Cell C and Telkom in South Africa
The platform warns that the list may become out of date and that agreements with an operator may end without notice
source, checked 2026-07-28
the platform states that its demographic breakdown is statistically significant at a 99 % confidence interval
The charts themselves (province, age, ethnic composition) did not render on the page — an error message was returned instead; the figures were not read
source, checked 2026-07-28
Getting started
registration by mobile phone number with a confirmation code
The Registration section
source, checked 2026-07-28
Business terms
there is no separate business account in the app: all the business sections (Discover, Ads, Business API, Research, Quizzes) lead to a «Contact us» form
Self-service business sign-up is not provided
source, checked 2026-07-28
What you can publish
unlimited text messages, voice notes, group chats, voice and video calls, automatic contact discovery, end-to-end encryption
No formats for posting to a feed (a channel, a wall) are described
source, checked 2026-07-28
Advertising
full-screen vertical video and static ads, preloaded for instant playback, with a swipe up for a datafree click through; an SDK is available for embedding in other apps
Prices are not published
source, checked 2026-07-28
Pricing
the Discover storefront is charged on a CPC model (payment per click)
There are no numeric rates on the page
source, checked 2026-07-28
Business API messaging is described as «simple low pricing with unlimited usage»
There are no numbers on the page
source, checked 2026-07-28
Limits and restrictions
the minimum user age is 18
The Age section
source, checked 2026-07-28
Restrictions
the rules prohibit sending unlawful or unacceptable messages, including bulk messaging, auto-messaging and auto-dialling; separately, any non-user use of the service without the platform's permission is prohibited
Acceptable Use Policy; the legal route to messaging is opt-in through the Business API
source, checked 2026-07-28
API access
three interfaces: the Business Messaging API (sending and receiving messages, checking whether a user is present, statistics), the User Data API and integration with the Research API; Python samples are in a repository on GitHub
An account is requested by writing to developer support
source, checked 2026-07-28
ready-made integrations with RapidPro and TextIt, Infobip, AWS Lex, Azure Bot Services, Turn.io, Voiceflow and Botpress (the open source version only)
The platform recommends using them instead of your own integration
source, checked 2026-07-28
Languages
the interface language of the home page: en-US
The language is taken from the markup attribute, the versions from hreflang
source, checked 2026-07-28
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