The Road Ahead for Arattai: Can India’s Homegrown Messaging App Truly Replace WhatsApp?

Fido Sir
Sep 30
3 min read

In recent weeks, the Arattai messaging app, developed by Zoho Corporation, has captured extraordinary attention across India. Boosted by endorsements from Union Ministers Dharmendra Pradhan and Piyush Goyal, Arattai quickly rose to the top of the Google Play Store and Apple App Store.

Its rise is not just a matter of technology but also national pride: a Swadeshi messaging app in a landscape long dominated by Meta’s WhatsApp. For users searching for a secure WhatsApp alternative, Arattai can emerge as a strong contender.

Why Arattai is Strategically Poised for Success

Arattai’s growth isn’t accidental. It’s the result of timing, endorsements, and a strong product vision.

Government Support: As part of the Aatmanirbhar Bharat push, several ministers have encouraged Indians to adopt Arattai. This helped the app scale from 3,000 to 350,000 daily sign-ups in just three days.
Privacy-First Approach: Marketed as spyware-free, Arattai ensures user data is never sold - a huge win at a time when concerns over WhatsApp/Meta’s data practices are high.
Enterprise-Grade Trust: With Zoho’s ISO/IEC 27001 certified security, Arattai carries credibility many consumer apps can’t match.
More Than Chat: Features like Meetings, Pockets (personal cloud storage), and username-based identities position it as a dual-use tool; both for personal communication and professional collaboration.

Arattai is thus more than just another messaging app — it’s a privacy-first Indian app designed for modern needs.

Arattai: Everything You Need in a Modern Messaging App

Unlike many new entrants, Arattai already covers WhatsApp’s core features:

Text messaging, voice notes, and group chats
Broadcasts and channels for wider reach
Voice and video calls with end-to-end encryption
Meetings for scheduled or instant calls
File and document sharing
Screensharing in video call
Status updates etc

Unique Arattai Features

What sets Arattai apart is a set of new features WhatsApp doesn’t yet have:

“Until I Reach” live location sharing: perfect for safety and travel.
Built-in document scanner: scan and share on the go.
Meetings on Big Screen: broadcast professional calls easily.
Saved Places: save “Home,” “College,” or “Work” for instant access.
Custom call soundtracks:make calls personal and fun.
Number security & limitless chats: enhanced privacy. Usernames instead of phone numbers for privacy
Instant story alerts: never miss updates from friends.
URL verification: protection from suspicious links.
Personal cloud storage (Pockets)

These Arattai features prove it’s more than a WhatsApp clone - it’s a next-gen messaging app from India.

Challenges Ahead: Lessons from Hike

India has seen a similar attempt before with Hike Messenger. Even with 100 million users and cool features like stickers and hidden chats, Hike failed when WhatsApp caught up with similar features. Hike's big problems were being slow with new features, having a buggy app, and failing to keep users around. The lesson for Arattai is simple: to win, it must focus on trust, stability, and always getting better.

To succeed where Hike failed, Arattai must master these five essentials:

Server Overload: Delayed OTPs, message latency, or sync issues could frustrate new users. (as it happened with me today)
Launch Fast, Good Features: Don't be slow. Keep rolling out new, high-quality features often so people know the app is constantly improving.
Keep Users Hooked (Retention): Add special features that create a daily habit, giving users a clear reason to open Arattai instead of others.
Be Different: Find one strong, unique thing that makes Arattai stand out against giants like WhatsApp or Telegram.
UX/UI Polishing: Smooth onboarding and a lag-free experience are critical. Be Super Fast. The app must feel quick and smooth.

Arattai must turn first-time downloads into daily habits, or it will share the same fate as Hike.

Final Thought

Arattai is India’s best chance to compete with WhatsApp. It has government support, cares about your privacy, and has Zoho's trusted name behind it. But the real test is: Can people use it every day? Can it stay new and reliable?

Here’s what Arattai needs to do:

Make it Super Stable: The app must always work perfectly. No crashes, no lost messages.
Lock Down Privacy: Encrypt all chats. Make sure no one but you and your chat partner can read messages.
Add Payments & More: Include easy UPI payments and other useful tools to attract businesses, not just friends.
Make it Easy to Use: From the first time someone opens the app, it should be simple and smooth.
Use Zoho's Business Power: Make Arattai useful for both personal talks and work.

If Zoho executes effectively, Arattai could not only demonstrate India’s digital self-reliance but also set a benchmark for innovation in messaging platforms.