Mom's Directory

For businesses

Last updated: 19 August 2026

Mom's Directory puts your business in front of Cape Town moms who are actively looking for what you offer — not scrolling past an ad, but searching for exactly this.

We believe you should always know how a directory works behind the scenes. Here's exactly how ours does.

Apply to be listed →

How listings work

Standard listings are free. Everything a mom needs to find a business and get there.

Every standard listing is researched and written by us, drawing on our own research and recommendations from Cape Town moms. Businesses do not pay to be included, and inclusion is at our discretion. We list businesses because we've researched them and moms rate them — not because they asked or paid.

Featured listings are a paid option. R150 once-off is the launch rate for the first businesses to join the directory. From September, featured listings will move to tiered pricing.

What the fee buys

Placement at the top of your category
A feature on the homepage
Your input into the listing description
Photos supplied by you
A direct link to your website, WhatsApp, or booking page

What it doesn't buy

The MOM-VOUCHED badge (see below)
Final say over the listing — we write the copy and keep editorial control
Any guarantee of enquiries, bookings, or sales

Featured placement affects position and detail only. It is a form of advertising, and we treat it that way: featured listings are marked as Featured on the site so you can always tell them apart.

The MOM-VOUCHED badge cannot be bought

The MOM-VOUCHED badge means real moms in the community have personally used and vouched for that listing. It is awarded on recommendation only.

No business can purchase it, and paying for a featured listing has no effect on whether a listing carries it. Both free and featured listings can be mom-vouched. The two are completely independent.

The badge is one of the most valuable things in the directory, and it isn't for sale — which is exactly why it's worth having.

Mom-owned? There's a badge for that.

Mom-owned businesses can carry the FELLOW MOM BIZ badge on their listing, whether the listing is standard or featured. Moms like knowing they're supporting another mom.

The terms

The founding R150 fee is once-off — there are no subscriptions and no recurring charges.
R150 applies to applications received before the tiered pricing is announced. From September, the featured listing fee will adopt tiered pricing. Businesses who join at the founding price keep it — the increase is never applied retrospectively.
The fee covers the setup and ongoing hosting of your featured listing.
Once payment is received, you can expect your featured listing to be live within 72 hours.
The fee is non-refundable once your featured listing is live.
We reserve the right to decline or remove any listing — free or featured — that we believe is misleading, unsafe, or inconsistent with the spirit of the directory.
Reasonable updates to your featured listing — new photos, changed details — can be requested at themomsdirectory@gmail.com at no extra charge.

Why we work this way

Mom's Directory only works if families can trust it. That's why recommendations and advertising are kept strictly separate: businesses can pay for visibility, but nobody can pay for our endorsement — or yours.

Ready to apply?

Mom's Directory is curated, so this is an application rather than a sign-up. It takes about five minutes, and I read every single one.

I'll come back to you within a week either way. If you're a good fit, I'll write your listing up and let you know when you're live.