In an era when digital sovereignty and privacy are rising concerns, the spotlight has turned to homegrown alternatives for widely used global apps. Among them is Arattai, an instant messaging and VoIP platform built by Zoho Corporation. Launched quietly in 2021, Arattai recently catapulted to national attention following a massive surge in users and public endorsements from government figures.
But what is Arattai, how does it compare to existing messaging apps, and does it have the potential to become a real rival to platforms like WhatsApp or Telegram? Let’s dig in.
What is Arattai?
- Developer & background: Arattai is developed by Zoho Corporation, leveraging their long experience building communication, collaboration, and productivity apps.
- Meaning of the name: “Arattai” means “chat” or “conversation” in Tamil, reflecting the app’s core purpose — casual, everyday messaging.
- Launch & positioning: The app was internally tested before being made available publicly around January 2021, at a time when concerns over WhatsApp’s privacy policy changes were growing.
- Platform support: Arattai is cross-platform — available on Android, iOS, desktop (Windows, macOS, Linux) and even a TV (Android TV) client.
Core Features & Capabilities
Arattai offers a feature set that will feel familiar to users of modern messaging apps, along with some particular design choices:
| Feature | Description | Notes / Limitations |
|---|---|---|
| Text messaging, voice notes, media & file sharing | You can exchange messages, photos, videos, documents, etc. | As of now, message (text) encryption may not be fully end-to-end (E2E). |
| Voice & video calls | Supported with end-to-end encryption for calls. | The calls are encrypted; messages are still “in progress” for E2E encryption. |
| Group chats, channels, broadcast lists | Arattai supports group conversations and broadcast-style channels. | Groups can go up to about 1,000 participants. |
| Stories / status-like media sharing | Like many chat apps, users can share ephemeral media/status updates. | Typical social flavor, not unique but useful to users. |
| Multi-device support & web / desktop usage | You can run Arattai on desktops or via web/PC apps. | Users can integrate with Zoho Cliq (as a widget) to access chats in that environment. |
| Lightweight & low bandwidth optimization | Designed to run smoothly even on low-end devices and in low-connectivity environments. | This is a key differentiator: the app is built to minimize data and resource usage. |
From Zoho’s own FAQ: Arattai expects to allow imports (i.e. migrating chats) from other platforms (though practical adoption and specifics may be limited initially).
Security & Privacy Aspects
Since privacy is a major driver for users seeking alternatives, the security model of Arattai is central to its appeal.
- Zoho states that calls are end-to-end encrypted.
- However, text/chat encryption (E2E) is not fully in place yet. Zoho acknowledges that encryption for chat is under development.
- In the Google Play data safety section, the developer indicates:
• Data is encrypted in transit.
• The app claims “no data shared with third parties.” - Users can request deletion of their data.
- Zoho has a track record of emphasizing privacy and minimal data-sharing across their product ecosystem, which lends credibility.
Still, privacy purists will rightly demand verification (audits, open code, independent reviews) before trusting any new messaging app. The lack of full message-level encryption currently is a known limitation.
Recent Growth Spike & Strategic Momentum
Arattai recently saw a dramatic surge in its usage metrics — enough to grab headlines across tech media.
- Zoho CEO Sridhar Vembu revealed that daily sign-ups jumped from ~3,000 to ~350,000 in just three days — a near 100× increase.
- To manage the sudden load, Zoho is rapidly scaling its infrastructure, adding servers, optimizing architecture, and preparing for further traffic growth.
- The app shot to the #1 spot in Apple’s App Store India in the “Social Networking” category.
- Government backing helped: Union Education Minister Dharmendra Pradhan called it “free, easy-to-use, secure, safe, and made in India.”
- IT Minister Ashwini Vaishnaw has publicly announced switching parts of his workflow to Zoho’s suite, boosting credibility for Zoho’s ecosystem including Arattai.
- Tech leaders also chimed in — for example, Perplexity CEO Aravind Srinivas congratulated Zoho on the growth.
This kind of rapid adoption is rare and shows that the timing for an India-based messenger is favorable.
Strengths, Challenges & Outlook
Strengths
- Homegrown & aligned with national priorities
In an age where “Data sovereignty” and “Make in India / Aatmanirbhar Bharat” are strong narratives, Arattai’s origin gives it legitimacy and emotional appeal. - Lightweight and inclusive design
Many users in India still use low-end smartphones or operate in weak network zones. Arattai’s focus on being efficient and working at lower bandwidth helps it reach underserved segments. - Integrated into Zoho’s ecosystem
Zoho offers a robust suite of business, productivity, and collaboration tools. Arattai’s integration (e.g. with Zoho Cliq) can provide more utility within enterprises. (Zoho Corporation) - Momentum & credibility from endorsements
The backing from government actors and tech leaders, plus the user surge itself, creates a perception of legitimacy and confidence.
Challenges & Risks
- Encryption & trust
The lack of full end-to-end encryption for text messages is a significant gap. Many users will wait for verifiable encryption before switching. - Network effects & user base inertia
WhatsApp (and others) have entrenched large user bases. Convincing entire social circles (friends, family, groups) to shift is a big hurdle. - Stability under scale
Rapid growth strains infrastructure; any outages, lag, or message loss will hurt reputation early. Zoho is already scrambling to scale. - Feature parity & ecosystem maturity
To compete, Arattai needs to match or surpass features (stickers, bots, APIs, business tools, ecosystem integrations) that mature apps already have. - Transparency & independent audit
Users and privacy advocates will demand openness: independent security audits, open protocols, code transparency, no hidden data harvesting.
Outlook: Can It Replace WhatsApp?
It’s unlikely Arattai will dethrone WhatsApp overnight, but it doesn’t need to. Its strategy would benefit from a gradual, trust-based approach:
- Focus first on users who care most about privacy, local alternatives, and Indian tech independence.
- Target smaller communities/groups (colleges, local organizations) where switching friction is lower.
- Enhance encryption, reliability, API/third-party integration support to build richer use cases (e.g. business messaging, mini-apps).
- Emphasize interoperability (importing chats, bridging) to reduce switching cost.
- Leverage Zoho’s existing enterprise/SMB user base to embed Arattai as internal communication tool, seeding usage from within organizations.
If it executes well, Arattai could become a serious home-grown contender — not just in India, but perhaps in other developing markets that seek a messaging app tuned for low-power devices and constrained networks.
Conclusion
Arattai is a bold attempt by Zoho to carve out space in a messaging market dominated by global giants. With a combination of lightweight engineering, privacy-first promises, and momentum fueled by national narratives, it is uniquely positioned. But its ultimate success will depend on delivering on its security promises, providing a seamless user experience at scale, and winning the trust required to uproot entrenched habits.
