012 Dictionary was founded in 2019 as an Instagram page with a simple mission: to document, preserve, and educate people about the unique slang and lingo spoken in Pretoria, South Africa better known as Pitori or 012. Through humorous, relatable definitions and culturally authentic content, the page quickly became a go-to platform for anyone wanting to understand the language of the streets.

Building on that success, the brand expanded in 2024 with the launch of SA Dictionary, broadening its focus beyond Pretoria to celebrate slang, expressions, and cultural nuances from all 11 official South African languages. By blending education with comedy, the platform has created a fresh, entertaining way for South Africans to connect with their diverse linguistic heritage, earning significant traction and building a loyal community in a remarkably short period.