According to Pick n Pay, the app includes a raft of new self-service features such as instant eSim activation and a self-Rica process that does not require customers to visit a store for activation.
"The new app has been designed to provide an experience that puts convenience, control and value in the customer's hands," said Deven Moodley, executive head of value-added services, financial services and mobile at Pick n Pay, in a statement on Tuesday.
"With the new eSim capability, users can sign up on the go there is no need for an additional Sim to receive the benefits that Pick n Pay Mobile offers."
The new app also allows PnP Mobile users to build their own mobile plan, which the retailer said allows prepaid users to manage their mobile spend "without the traditional inconvenience of having to do so in person at the till point every month".
Coinciding with the app launch, PnP Mobile has also slashed prices across its offering to "give more data, more airtime and more voice at affordable prices". The move comes amid intensifying competition in the MVNO market, including from other retailers such as Spar Group.