Yoodo
Spark (formerly Yoodo) is an all-digital eSIM mobile subscription service from CelcomDigi Berhad, offering app-managed plans, multi-line support, and 82-country roaming to Malaysian consumers.
- Company typePublic
- Founded2018
- HeadquartersKuala Lumpur, Malaysia
- Headcount51–100
- GTM typeB2C
- OfferingServices
What Yoodo does
Spark (formerly Yoodo) is an all-digital eSIM mobile subscription service operated as a wholly owned sub-brand of CelcomDigi Berhad (Bursa Malaysia: CDB), the Malaysian telecommunications group formed from the merger of Celcom and Digi. The service is delivered entirely through a mobile application and is compatible with 80-plus eSIM-ready devices, enabling cardless activation, in-app plan management, multi-line support for up to five lines per account, and global roaming across 82 countries. It targets Malaysian individual consumers across light, moderate, and heavy usage tiers, plus football fans via bundled unlimited RTMKlik streaming on the Bola Unlimited plans, and outbound travellers needing instant international connectivity.
The product portfolio comprises tiered monthly subscriptions: Lite (RM12/month, 3GB 4G), First (RM15/month, 20GB 5G/4G, 100 voice mins; new-subscriber exclusive), Standard (RM25/month, 80GB 5G/4G, 300 mins), and Plus (RM65/month, 400GB 5G/4G, 1,000 mins), supplemented by the Bola Unlimited football streaming variants at RM18 and RM28. Add-on data, voice, and SMS top-ups start from RM1, and acquisition is supported by time-limited promo codes (SPARK5, HORSE2026, SPARKWISE) offering RM5 monthly discounts over multi-month periods. Underlying technology is standard GSMA eSIM infrastructure layered onto CelcomDigi's owned 5G/4G network, with no disclosed proprietary stack, AI capabilities, or patent portfolio.
Commercially, Spark runs a fully self-serve product-led growth model with no physical retail presence. Distribution is exclusively digital via the Apple App Store, Google Play, and Huawei AppGallery, plus cross-sell through the parent CelcomDigi apps (Celcom Life Hub, MyDigi). Revenue mechanics are subscription-recurring, with upsell from add-on purchases; no enterprise contracts, named-account customers, partnerships, or external funding are disclosed. The 2025 rebranding from Yoodo to Spark, the 2026 launch of the Spark First plan, and the introduction of Bola Unlimited plans together indicate an active product-expansion phase within the parent's digital services portfolio, while the absence of disclosed subscriber counts, ARPU, or sub-brand financials prevents independent scale triangulation.
Yoodo firmographics
Firmographics- Name
- Yoodo
- Legal name
- CelcomDigi Berhad
- Website
- https://yoodo.com.my
- Company type
- Public
- Founded year
- 2018
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Spark (formerly Yoodo) is an all-digital eSIM mobile subscription service from CelcomDigi Berhad, offering app-managed plans, multi-line support, and 82-country roaming to Malaysian consumers.
- Ownership category
- akta.pro rank
Where Yoodo is headquartered
LocationHeadquarters
- HQ city
- Kuala Lumpur
- HQ country
- Malaysia
- HQ region
- Asia
Markets served
Yoodo business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Infrastructure, Technology or R&D, Marketing or Sales, Personnel, Operations, Supply Chain
Revenue model
- Monthly Subscription Plans: Recurring monthly subscription revenue from tiered mobile plans (First, Lite, Standard, Plus, Bola Unlimited variants). Plans include data allowances, voice minutes, and add-on options.
- Add-on Purchases: Additional data, voice minutes, and SMS available as add-ons starting from RM1, providing upsell revenue from existing subscribers.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | First - Essential mobile plan for RM12/month |
| Subscription | Monthly | Lite - Light usage plan for basic connectivity |
| Subscription | Monthly | Standard - Everyday usage with moderate data |
| Subscription | Monthly | Plus - Heavy streaming and gaming plan |
| Subscription | Monthly | First Bola Unlimited - Casual football fan plan |
| Subscription | Monthly | Standard Bola Unlimited - Football fan plan with larger data |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels3 records
Yoodo product offering
Product offeringCore offering
Yoodo (now rebranded as Spark) is an all-digital eSIM-based mobile subscription service offered by CelcomDigi Berhad in Malaysia. The service enables consumers to activate mobile plans instantly through a mobile app without physical SIM cards or store visits. Users can select from tiered data plans (Lite, First, Standard, Plus), manage up to 5 lines on a single account, top up, switch, or pause service anytime in-app, and access global roaming across 82 countries.
Product overview
Yoodo, now rebranded as Spark, is an all-digital eSIM mobile subscription service from CelcomDigi. The core product is a mobile service that operates entirely through an app with no physical SIM cards required. The portfolio includes multiple plan tiers (Lite, First, Standard, Plus) with data ranging from 3GB to 400GB, voice minutes, and 5G/4G connectivity. Specialty offerings include Bola Unlimited plans for football streaming on RTMKlik. The service features multi-line management supporting up to 5 lines per account and global roaming across 82 countries.
Differentiator
Problem solved
Functional benefit
Products and services
- Spark (formerly Yoodo) All-Digital eSIM Mobile Service Core all-digital eSIM mobile subscription service from CelcomDigi offering instant activation without physical SIM cards, full in-app control to start, switch, pause, or cancel plans anytime, multi-line support up to 5 lines, and global roaming across 82 countries. Targeted at individual consumers in Malaysia.
- Spark Lite Plan
Companies that use Yoodo
Customer profileSegments5 records
Ideal customer profiles5 records
Yoodo technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Yoodo partnerships and signals
Strategic signalScale indicators3 records
Recent moves6 records
Expansion highlights5 records
Yoodo competitors and assessment
Company assessmentBroad incumbents
- Maxis Berhad: Maxis is a major Malaysian incumbent mobile operator offering postpaid and prepaid plans, competing with Spark for Malaysian mobile subscribers.
- CelcomDigi Berhad: CelcomDigi is Spark's parent company and a major Malaysian incumbent telecom; it shares network infrastructure with Spark and competes in the same domestic mobile market.
- U Mobile: U Mobile is a Malaysian mobile network operator with digital-first prepaid and postpaid offerings, overlapping with Spark's target market in Malaysia.
Direct peers
- Truphone: Truphone provides eSIM-based global mobile connectivity for consumers and businesses, comparable to Spark's eSIM architecture and international roaming focus.
- Mint Mobile: Mint Mobile is a digital-first MVNO selling app-managed plans without physical retail, mirroring Spark's product-led, no-contract, multi-line subscription model.
- Airalo: Airalo is a global eSIM marketplace focused on travel connectivity, the closest direct comparable to Spark's eSIM-first, all-digital mobile model and 82-country roaming approach.
- Google Fi: Google Fi is a digital-only mobile service with app-based plan management and global roaming, closely aligned with Spark's digital-first eSIM architecture.
- US Mobile: US Mobile is a digital-first mobile carrier with multi-line support, customizable plans, and app-based management, comparable to Spark's flexible subscription structure.
- Tune Talk: Tune Talk is a Malaysian MVNO offering low-cost prepaid mobile plans, directly competing with Spark in the same domestic prepaid segment.
- Circles.Life: Circles.Life is a digital-first MVNO with customizable plans and no-contract flexibility, a structural comparable to Spark in the regional Southeast Asian MVNO space.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Yoodo social profiles
Digital presenceYoodo financial estimates
Financial estimateRevenue estimate
Valuation estimate
Yoodo leadership team
Management profileNumber of profiles
Yoodo funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Yoodo M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Yoodo
What does Yoodo do?
Yoodo (now rebranded as Spark) is an all-digital eSIM-based mobile subscription service offered by CelcomDigi Berhad in Malaysia. The service enables consumers to activate mobile plans instantly through a mobile app without physical SIM cards or store visits. Users can select from tiered data plans (Lite, First, Standard, Plus), manage up to 5 lines on a single account, top up, switch, or pause service anytime in-app, and access global roaming across 82 countries.
Is Yoodo a public or private company?
Yoodo is a public company. It is classified as corporate owned and is currently operating.
When was Yoodo founded?
Yoodo was founded in 2018. It employs 51 to 100 people.
Where is Yoodo based?
Yoodo is headquartered in Kuala Lumpur, Malaysia, in the Asia region.
How does Yoodo make money?
Two revenue lines are on record. Monthly Subscription Plans are the primary driver. The others are add-on Purchases.
Who are Yoodo's main competitors?
Broad incumbents on record are Maxis Berhad, CelcomDigi Berhad and U Mobile. Direct peers are Truphone, Mint Mobile, Airalo, Google Fi, US Mobile, Tune Talk and Circles.Life.
Does Yoodo have an API?
No public API is recorded for Yoodo.