The rise of text abbreviations in South Africa: insights from Google search data

In an era dominated by digital communication, South Africans are increasingly turning to text abbreviations as a quick and trendy way to express themselves. An analysis of Google search data for the early months of 2025 has revealed the most sought-after text abbreviations in the country. The findings reflect a blend of contemporary slang, cultural nuances, and a shift in communication style, offering a fascinating glimpse into the evolving landscape of digital interaction.

According to data compiled by experts at Unscramblerer.com, the abbreviation FWB, which stands for "friends with benefits," tops the list with an impressive 17,000 searches. This illustrates the ongoing relevance of casual relationships in modern social discourse. Just behind is NB or "non-black," with 16,000 searches, highlighting its significance in discussions around identity and race in South Africa.

The third place is occupied by ATM, meaning "at the moment," with a considerable 10,000 searches. This abbreviation has found favour among users for its efficiency in conveying urgency or current status, a necessity in today's fast-paced digital exchanges.

Other popular abbreviations include LMAO (9,000 searches), representing "laughing out loud," and PMO (7,000 searches), or "put me on." These expressions are commonly used to punctuate texts with humour or to request inclusion in conversations.

On a deeper level, experts suggest that these abbreviations are not merely shorthand but rather a reflection of South African culture's unique social dynamics. NGL (6,000 searches), meaning "not gonna lie," stands out as a candid expression of honesty in conversation. Meanwhile, XOXO (5,500 searches), meaning "hugs and kisses," continues to serve as a sentimental reminder of the human touch in digital communication.

A spokesperson for Unscramblerer.com stated: "Text abbreviations are the secret language of the internet. You could even call them an integral part of social media culture. Snappy, always changing and hard to understand, texting abbreviations is all about saving time and appearing cool. However, while they're fun in casual chats, using them in professional contexts may lead to misunderstandings or seem insincere.”

The report draws attention to the rapid evolution of language in the digital era, pointing out that while some abbreviations are readily understood, many require further inquiry, prompting users to search meanings online. Phrases like TBH (4,600 searches) or DW (3,800 searches) exemplify how this trend plays out, with people curious about their usage and implications.

Ultimately, this search data uncovers not just the popularity of certain phrases, but the very nature of communication in the digital age, where brevity often is a key element of engagement. With social media and texting at the forefront of human interaction, understanding the language that permeates these platforms is more crucial than ever.