"Downloads" not Google Store happen too. Marketing a new Nigerian app, through Centric Gateway, is likely more complex at UBA, than it is straightforward.
In the original announcements from last fall, access to Emailmoni can happen through Facebook, and other sources, too. People worldwide know about those sources. Then further, it is public information that Emailmoni is probably a feature of the UBA Internet Banking app, since the Emailmoni privacy policy has been there for months. "Insta" apps famously do not get counted at the Google Play store, with somewhat the same characteristics as the web-apps. So from the various bank announcement sources, access to Emailmoni has so far not always so permanent as a download of an actual app.
The publishers, MECINCORP in this case, likely have access to different information. That is probably shown in other posts of 28,000 and more downloads already. The Marketing of banking apps in Nigeria may start with the web-app uses. Store downloads then happen when the permanent app seems to be an app to download. Recently, thousands weekly seem to be ready to go for the permanent app. The new features likely work, only recently a part of the actual Emailmoni app.