Wanatu has re-evaluated its business strategy and is now seeking to broaden its target customer base to include more non-Afrikaans speakers.
The local e-hailing service was launched at the Voortrekker Monument in late 2024 as an alternative to international giants like Bolt and Uber.
The name is a play on the Afrikaans phrase “Waar na toe?”, which translates to “Where to?”
The company is often referred to as “Afrikaans Uber” because of its requirement that all drivers be fluent in Afrikaans.
While this was met with some initial public backlash from groups arguing that the policy discriminated against non-Afrikaans-speaking people, the company has defended its position, stating that the requirement is based on its service goal.
Wanatu operates in northern Gauteng in Pretoria and Centurion, which have large Afrikaans populations.
In its short time on the market, the service provider has focused on Afrikaans customers seeking alternatives to other e-hailing apps, which have been criticized over poor safety and deteriorating quality.
However, this focus changed in February 2026 when the company began posting on its channels in English.
Our sister publication MyBroadband got in contact with Wanatu to inquire about the changes and what it meant for the business.
Wanatu spokesperson Helena Davel said that although the service initially had a strong Afrikaans character that resonated with its earliest users, its focus has always been on safety and reliability first.
“Wanatu delivers a service to a multi-lingual South African community, and therefore, we are bringing more balance between English and Afrikaans in our social media,” Davel said.
“Afrikaans remains part of our trademark, but our goal is that more people recognise themselves in Wanatu. The greater usage of English on social media is primarily about inclusivity and access.”
She added that the decision to branch out was motivated by supporter feedback, as many people indicated they were interested in the service but could not understand Afrikaans.
It’s important to note that Wanatu has not changed its policy requiring drivers to be able to speak both Afrikaans and English.
Davel added that drivers on the platform came from diverse backgrounds and often spoke with customers in languages they were most comfortable with.
“We work in a country with many languages and greetings,” Davel said. “Whether someone says howzit, dankie my bru, sawubona, or sharp-sharp — the focus remains safe and respectful transport.”
Setting new standards for e-hailing
Davel explained that Wanatu’s goal is to establish itself as a trusted name in the local e-hailing space, with an emphasis on reliability and safety.
While its reach is currently limited to Pretoria, the company is constantly evaluating the possibility of expanding to new metros across South Africa, such as Johannesburg, Cape Town, and Durban.
For now, it will continue to operate in northern Gauteng, as Wanatu has been granted a licence to operate under South Africa’s new e-hailing regulations.
One key difference between Wanatu and similar apps like Bolt and Uber is its business model.
Wanatu’s drivers are directly employed by the company and receive a fixed salary regardless of the number of trips they complete.
This addresses many of the concerns people have with e-hailing apps, such as the pressure to rush and take as many trips as possible.
The drivers are restricted to working full-time 45 hours per week under the Employment Act, meaning they can work nine hours per day five times per week or eight hours per day six times per week.
Uber, in contrast, allows drivers to work up to 12-hour shifts, and they are only required to take a consecutive break of six hours between shifts.
Wanatu also awards additional income to drivers for meeting trip and service targets, and the company provides its own vehicles.
Its fleet is comprised entirely of Toyota Corolla Cross models with clear branding for easier identification, which is one of the requirements of South Africa’s new driving laws.
Each car is also fitted with security measures like front and inward-facing dashcams, a panic button and hand radios.
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