India’s homegrown messaging app Arattai has recently ascended to the pinnacle of app store rankings, surpassing well-established global competitors. This remarkable achievement underscores not only its increasing popularity but also the accompanying pressures that come with such recognition. Launched in 2021 by Zoho, Arattai—meaning “chat” or “chit-chat” in Tamil—was initially viewed as an experimental endeavor. However, in a climate marked by heightened concerns over data privacy, global surveillance, and the quest for “tech sovereignty,” Arattai’s branding as a “spyware-free, made-in-India” messenger has struck a chord with users across the nation.
The app gained significant traction following a public endorsement from India’s Union Education Minister, Dharmendra Pradhan, who encouraged citizens to support local digital platforms, naming Arattai among his recommendations. Additionally, influential tech figures like Vivek Wadhwa have lauded the app, even dubbing it “India’s WhatsApp killer” due to its user-friendly messaging experience.
Features, Ambitions, and Privacy Focus
Arattai boasts a familiar array of features, including one-to-one and group chats, voice notes, media sharing, voice and video calls, stories, and channel broadcasting. It also accommodates multiple devices, such as desktops and Android TVs, enhancing its accessibility.
What sets Arattai apart for many users is its commitment to not monetizing personal data and its strong focus on privacy. In contrast to many global platforms facing scrutiny over their data practices, Zoho emphasizes that Arattai will adhere to user privacy principles. However, some privacy protections are still under development: while end-to-end encryption is currently available for calls, chat encryption has yet to be fully implemented. Zoho is actively working on this feature to bolster user security.
Growing Pains: Infrastructure Under Strain
As Arattai experiences rapid growth, it is encountering challenges typical of a sudden rise to prominence. Zoho has acknowledged issues such as delayed OTPs, slower contact synchronization, and occasional lag during sign-ups, all attributed to increased server load. The company is diligently working to expand its server capacity and aims to resolve these glitches in the coming days.
Can Arattai Dislodge WhatsApp?
While achieving the top position in app rankings is commendable, maintaining that momentum presents a formidable challenge. WhatsApp is deeply entrenched in India’s digital landscape, serving as a primary platform for both personal and business communications, with over 500 million users in the country. Arattai faces the daunting task of converting downloads into habitual usage, building user trust over time, and addressing feature gaps, particularly in chat encryption.
If Zoho can scale its infrastructure effectively and uphold its privacy commitments, Arattai may well establish a lasting presence in the messaging ecosystem. Conversely, if it falters, its current success could be relegated to a fleeting moment of excitement. For now, Zoho relishes its newfound prominence, yet the true test lies ahead: can it sustain its growth, fulfill its promises, and thrive beyond the initial wave of interest?
