inDrive has launched inDrive Ads in South Africa. The platform introduces a new in-app advertising platform designed to generate revenue outside of ride commissions, helping inDrive cover operating costs without increasing driver commission rates or pushing higher fares onto passengers.
The platform, built directly into the inDrive app, allows brands to reach users at high-attention moments, such as after a ride is requested, while passengers wait for their driver and during the trip. Ads appear across multiple in-app screens in animated banner formats and are supported by measurement tools that track reach and campaign performance.
“South Africa is a price-conscious market, and affordability is central to how people choose mobility services,” said Ashif Black, Country Representative for inDrive South Africa. “inDrive Ads gives us a way to grow sustainably without shifting additional costs onto drivers or passengers. It allows us to support driver earnings, keep fares competitive and build a stronger long-term business.”
Black adds that ad placements have been designed to avoid disrupting the booking and ride experience, appearing only at natural transition points within the app rather than interrupting core ride functionality.
“These are banner-style in-app ads, shown during low-friction moments such as waiting for a driver or during a trip, featuring offers from brands in retail, e-commerce and financial services without interrupting booking or navigation,” he says.
By generating revenue beyond ride commissions, inDrive aims to fund growth and operations without increasing fees for drivers or raising fares for riders. This is particularly relevant in South Africa, where transport costs remain a key pressure point for households and drivers are highly sensitive to commission increases that can erode take-home income.
How inDrive Ads supports affordability, drivers and advertisers
Globally, ride-hailing platforms are under increasing pressure to reach profitability while balancing rider price sensitivity and driver sustainability. Advertising offers a high-margin revenue stream that can help offset operational costs without relying solely on per-ride commissions.
inDrive Ads is already live in more than 20 countries and reaches a large share of the platform’s monthly active users. Early campaigns in other markets have shown strong advertiser demand, particularly from brands in retail, e-commerce, fashion and financial services. In some regions, financial institutions have used the platform to drive measurable customer acquisition, including loan issuance and credit card sign-ups, demonstrating its ability to convert user attention into tangible business outcomes.
For advertisers, the platform offers access to an engaged, mobile-first audience in moments when users are actively planning or undertaking travel. This creates a scalable revenue stream for inDrive that can help stabilise fares, limit commission increases and support continued investment in product development and market expansion.
A portion of advertising inventory will be reserved for impact-driven initiatives, allowing non-profits, community organisations and social programmes in South Africa to reach large audiences at little or no cost. This aligns with inDrive’s broader mission to support social equity and expand access to economic opportunity through its platform.
“Launching inDrive Ads is an important step for the company,” says Black. “It allows us to keep rides affordable and support drivers without passing additional costs onto users.”
“Fairness and access are core to our model,” added Andries Smit, Chief Growth Business Officer. “inDrive Ads strengthens our SuperApp by giving brands and communities a new way to reach people, while reinforcing our commitment to those who depend on our platform for mobility and income.”
With more than 8 billion deals facilitated globally and operations in 48 countries, inDrive continues to expand beyond ride-hailing into intercity travel, delivery, financial services and grocery. South Africa remains a strategic growth market as the company builds new revenue streams designed to support long-term sustainability without compromising affordability or driver livelihoods.