Riding the wave of national pride and the push for indigenous platforms, Zoho's Arattai app is emerging as a notable contender in the messaging app arena, drawing comparisons with the global giant, WhatsApp. Launched initially in 2021, Arattai, meaning "casual chat" in Tamil, gained significant traction recently, experiencing a massive surge in popularity. Endorsement by the Indian government, social media buzz, and its "Made in India" status fueled this growth, with sign-ups skyrocketing from 3,000 to 350,000 daily. While both apps provide platforms to connect with friends and professionals, Arattai distinguishes itself with unique features and a commitment to user privacy.

Here are five features that set Arattai apart from WhatsApp:

1. Meetings: Arattai boasts a dedicated "Meetings" feature, setting it apart from WhatsApp. This feature allows users to conduct meetings similar to Google Meet and Zoom directly within the messaging app. Users can create instant meetings, join scheduled ones, and view their meeting history. The option to record meetings is also available. While WhatsApp offers video calling, Arattai's comprehensive meeting feature provides a more robust solution for professional and organizational needs.

2. Pocket: Arattai offers a "Pocket" feature, a dedicated self-chat space where users can store photos, videos, notes, reminders, and other files for personal organization. This feature serves as a personal cloud storage within the app, separate from regular chats. While WhatsApp has a 'You' chat window where users can chat with themselves and save media, Arattai's Pocket is purpose-built for self-storage and organization.

3. Mentions: Arattai has a "Mentions" section, similar to Slack, which lists all the texts where the user has been mentioned. This makes it easier to keep track of important notifications, unlike WhatsApp, where it can be a hassle to find mentions in group chats.

4. "Till I Reach" Location Sharing: Arattai provides an innovative approach to location sharing. In addition to the standard live location sharing, users can set a destination using the "Till I reach" option. The location will be shared until they arrive at their destination, after which it stops automatically. This feature offers a convenient and automated way to share your location during a journey. WhatsApp offers current and live location sharing for a preset duration (1, 8, or 24 hours).

5. Multi-Device Access & Android TV Compatibility: Arattai offers access across a wider range of devices, including Android TVs, which WhatsApp does not currently support. Users can use their Arattai account on up to five devices simultaneously. This feature can be particularly useful for conducting meetings on larger screens.

Furthermore, Arattai distinguishes itself with a commitment to user privacy. The app does not monetize personal data and assures users that it will not use their data for advertising. Arattai also stores all user-related data in data centers across the country. In contrast, WhatsApp has started showing ads in the "Updates" tab and shares some data with its parent company, Meta, for advertising purposes.

Despite these advantages, Arattai has some limitations. Currently, full end-to-end encryption (E2EE) is applied only to voice and video calls. Text message encryption is not yet fully implemented, though Zoho has confirmed plans to expand this protection in upcoming updates. WhatsApp, in contrast, applies E2EE to all forms of communication, including chats, calls, and shared files.

In conclusion, Arattai offers a compelling alternative to WhatsApp with its unique features, privacy focus, and "Made in India" appeal. While it still has some ground to cover in terms of security and features, its recent surge in popularity suggests a growing demand for homegrown messaging solutions. As Zoho continues to develop and refine Arattai, it has the potential to become a major player in the Indian messaging market.