Zoho's Arattai, a messaging application meaning "chat" in Tamil, has recently witnessed a surge in popularity in India, sparking discussions about its potential to challenge the dominance of WhatsApp and Telegram. Launched in January 2021, Arattai was initially seen as a niche project but has gained traction as a "spyware-free, made-in-India messenger".
What is Arattai?
Arattai is a free, cross-platform instant messaging and Voice over IP (VoIP) application developed by Zoho Corporation. It provides standard messaging features such as:
- One-to-one and group chats
- Voice and video calls with end-to-end encryption
- Media and file sharing
- Stories and channels for broadcasting updates
- Multi-device support (Android, iOS, Windows, macOS, Linux, and Android TV)
One notable feature is the ability to chat with other users without sharing your mobile number, using a username instead. Arattai also includes a dedicated 'Meetings' tab for creating and scheduling video meetings, a 'Pocket' feature for saving important messages, and a 'Mentions' section.
Why the sudden surge in popularity?
Several factors have contributed to Arattai's recent rise in popularity:
- Privacy Concerns: Arattai's launch coincided with growing concerns about data privacy and the updated privacy policies of WhatsApp.
- "Made in India" appeal: Arattai is marketed as a "spyware-free" and indigenous alternative to global messaging apps, aligning with the Indian government's Aatmanirbhar Bharat initiative.
- Government endorsements: Indian government officials, including Union Education Minister Dharmendra Pradhan, have publicly endorsed Arattai and encouraged citizens to adopt it.
- Social Media Buzz: The app has gained traction on social media, with some users even calling it a potential "WhatsApp killer".
As a result, Arattai has experienced a massive surge in user sign-ups. Daily sign-ups jumped from 3,000 to 350,000 in just three days, leading to a 100-fold increase in traffic. The app has also topped the charts in Indian app stores, surpassing WhatsApp and other messaging platforms.
Challenges and limitations
Despite its growing popularity, Arattai faces several challenges:
- Infrastructure Strain: The sudden surge in users has strained Arattai's infrastructure, causing issues such as OTP delays, slower contact syncing, and occasional call failures. Zoho is working to expand its servers and address these issues.
- Encryption: While Arattai offers end-to-end encryption for voice and video calls, text messages are not yet fully end-to-end encrypted. This is a critical difference from WhatsApp, which offers end-to-end encryption for all communications. Zoho has stated that they are actively developing this feature.
- Competition: WhatsApp has a vast network of over 500 million users in India and a deeply ingrained presence in the country. Convincing users to switch from WhatsApp to a new platform will be a significant challenge for Arattai.
- Missing Features: Arattai lacks some features that are available on WhatsApp, such as polls, payments and the ability to lock chats or export them.
Can Arattai break the WhatsApp-Telegram duopoly?
It is too early to definitively say whether Arattai can break the WhatsApp-Telegram duopoly in India. Arattai has gained considerable momentum due to its privacy-focused approach and "Made in India" appeal. However, it needs to address its infrastructure issues, implement full end-to-end encryption, and offer a compelling user experience to compete with established players like WhatsApp and Telegram.
Zoho founder Sridhar Vembu has emphasized that Arattai is built on principles of openness, interoperability, and user trust. He envisions a messaging ecosystem operating across platforms, similar to email or UPI payments. Time will tell if Arattai can overcome its challenges and achieve its ambitious goals.
