New Free Directory App Helps Ethiopians Find Essential Contacts Fast, Even Without Data

Meleket Technology has launched a digital Yellow Pages service designed to make essential and emergency contact information easily accessible to people in both urban and rural areas across Ethiopia. The platform aims to bridge information gaps and ensure that critical services can be found quickly when they are needed the most.  

In many communities across Ethiopia, especially in rural areas, reliable access to emergency numbers and essential service contacts remains limited or inconsistent. Meleket Technology ’s Yellow Pages platform responds to this challenge by offering a centralized, easy to use directory that provides verified emergency and service contacts nationwide. By simplifying access to critical information, the platform hopes to supports public safety, strengthens community resilience, and improves everyday convenience for users across the country.  

The people behind the platform are Biruk Getachew, the co-founder and CEO, and Bruik Endrase, co-founder as a full-stack architect and self-taught developer. Biruk Getachew, who studied hotel management and has experience in digital marketing, founded Meleket Technology to provide comprehensive contact directories and digital solutions across Ethiopia.   

Bruik Endrase, who had been studying biochemical engineering before dropping out, said he became interested in development long before joining the project. “I was never interested in Biochemical engineering but pursued it with family pressure, and Biruk came up with the idea to create the yellow page. I was already trying to develop, so I was invested,” he said.  

The idea for the platform came from everyday challenges that raised concerns about access to information. Biruk Getachew recalled the frustration of seeing people struggling to reach the correct emergency lines. Incidents such as ATM cards getting stuck in machines highlighted how difficult it could be for people, especially those with limited or no mobile data access to find the right numbers quickly. “I have witness when people call police station for fire incidents because they don’t have the correct emergency contact and considering most people leave in area with or low data I created the app keeping in mind affordability and accessibility,” he told Shega.  

Development of the application began in 2021, with several trial-and-error stages before it began gaining downloads in 2025. Flutter and Laravel were used to build the platform, which currently operates on Android phones only. It functions without mobile data, a feature that is central to the founders’ vision of accessibility. The app now hosts more than 300 registered numbers, including private and government entities that upload their contact details at no cost. When users tap a number, the app provides options to call the organization directly or access its website or call center.  

Meleket Technology launched the product with an initial investment of 16,000 birr in 2024, which the team managed to recover within four months. The platform now has 500 downloads, and the founders are hopeful it will continue to grow. Its business model includes an annual subscription fee of 33 birr, allowing users to access the directory offline. Additionally, the company uses a referral-based payment mechanism “We also have a payment method thorough referral where anyone could earn 15 birr per referral where they suggest us to another, it's a marketing strategy we currently are using,” Biruk Getachew said.  

The app also features Abiti, an AI assistant integrated into the platform. “We’re working to advance the skill and use of it so we can talk effective Amharic and assist people in their day-to-day life,” Biruk Getachew said. The aim is to make daily digital interactions smoother for users who may be new to digital platforms.  

For businesses and institutions, the platform offers direct access to customers without intermediaries. “We want businesses to connect with their customers without us being middleman,” Biruk Getachew said. Banks and government institutions have begun registering their call center numbers so customers can reach them more easily. The team used door to door outreach to promote the app and onboard early users.  

Meleket Technology, the parent company, provides a broader range of digital solutions beyond the Yellow Pages app, supporting businesses and individuals with tools designed to improve access to information and services. The company was formally registered in 2024.  

The development journey has not been without challenges. Beyond typical Technology nical hurdles, the team also faced issues with digital payment systems and user perceptions. “People have issues trusting local apps. That was one of the challenges,” Bruik Endreas explained.  

The launch of Meleket Technology directory comes at a time when the global Yellow Pages market is undergoing significant transformation. Once strongly associated with printed business listings, the sector has shifted toward digital directories as consumer behavior changes. Majority of global users now prefer online directories over print. While the industry has seen an overall decline, it remains sizable, generating an estimated 8 dollars billion in 2022.