Arattai has emerged as a compelling symbol of India’s aspirations in technology, intertwining national pride with innovation. In a remarkable ascent during September and October 2025, this messaging app transitioned from a niche player to a dominant force in the Indian App Store, fueled by extensive media coverage, endorsements from government officials, and a surge of user interest. On certain days, downloads soared past 5 million, outpacing established platforms like Telegram and Snapchat. The backing from Union ministers, who urged citizens to embrace Arattai in alignment with Prime Minister Modi’s Swadeshi initiative, further amplified its visibility. The government’s promotional efforts highlighted the app’s attributes as “free, easy-to-use, secure, safe, and made in India.” Notably, after Union Home Minister Amit Shah transitioned to Zoho email, Arattai experienced a staggering 100-fold increase in traffic within just three days.
However, the initial acceptance of Arattai appears to be driven by a blend of sentiment and novelty. Many users downloaded the app out of curiosity, but the critical question remains: will they continue to engage with it beyond this trial phase? The app’s design is notably inclusive, optimized for low-end devices and low-bandwidth environments, which is essential in various regions of India. Its diverse feature set, which extends beyond basic messaging to include functionalities like Meetings, Pocket for storing notes or media, and Mentions in channel posts, provides a competitive edge in terms of usability. Yet, the political and emotional support it has garnered may only propel it so far. For Arattai to evolve from a fleeting phenomenon into a staple of daily communication, it must cultivate user loyalty, build trust, and address key concerns, particularly regarding privacy and encryption.
Privacy, Trust, and the Tech Tug-of-War
WhatsApp remains deeply entrenched in the Indian market, with over 500 million users relying on it for personal conversations, business communications, social interactions, media sharing, and civic services. Displacing such a dominant player necessitates more than just feature enhancements; it requires a foundation of trust, security, and scalability.
Privacy stands as the foremost concern for messaging applications. Currently, Arattai provides end-to-end encryption for voice and video calls, ensuring that only the intended parties can access them. However, text messages lack full end-to-end encryption by default, a shortcoming that critics frequently highlight. Arattai does offer a “secret chat” option for on-demand encryption, with plans to implement comprehensive encryption in the near future. Zoho, the parent company, has responded to these concerns with strong public assurances. Founder Sridhar Vembu has emphasized that all Arattai products are developed in India, with user data stored in Indian data centers located in Mumbai, Delhi, and Chennai, with additional facilities planned. Unlike many tech firms, Zoho claims to avoid using public cloud providers like AWS, Azure, or Google Cloud, opting instead for its own hardware infrastructure. This approach aligns with the Swadeshi narrative and positions Zoho as a unique player in the privacy discourse.
Nevertheless, skepticism lingers. Some users and observers question whether the company can genuinely deliver secure encryption, while others mockingly reference a “Trust me, bro” attitude towards security claims. Questions also arise regarding the distinctions between “secret chats” and standard chats, as well as concerns about potential vulnerabilities introduced by backup or server logs.
In the competitive landscape, Arattai faces significant challenges in the features arena. WhatsApp already boasts an array of offerings, including UPI payments, business APIs, status updates, default encryption across all communication modes, and a vast user base with extensive device compatibility. For Arattai, matching these features would require substantial investment. Early adopters have reported issues such as syncing delays, message lags, and OTP delays, indicating potential strain on infrastructure due to the sudden influx of users. In the coming months, the successful rollout of encryption, improvements in server reliability, cross-platform stability, and the integration of ecosystems (such as payments, business APIs, and mini-apps) will be crucial in determining whether Arattai can transition from a “trendy experiment” to a formidable competitor.
Where Arattai Must Go from Here: Challenges & Roadmap
While Arattai’s trajectory thus far is commendable, several challenges loom on the horizon. To secure long-term success, the app must prioritize the following:
- Complete and transparent encryption: A messaging app must ensure that messages are private by default. Arattai should standardize end-to-end encryption across all chats, rather than making it an optional feature. Establishing a clear, audited, and publicly accessible security architecture will foster trust among users. Accelerating the rollout of comprehensive encryption is essential, especially in light of recent critiques.
- Infrastructure scaling & reliability: The systems have been tested by the dramatic increase in traffic. Reports indicate that Zoho is enhancing backend capacity to support future growth. However, ongoing expansion requires robust DevOps, fallback systems, and distributed servers that are resilient and low-latency, particularly during peak usage times. Any delays or outages could quickly erode user confidence.
- Building the ecosystem: Messaging has evolved into a multifaceted digital ecosystem. To remain relevant and effectively compete with global giants like WhatsApp and Telegram, Arattai must extend its capabilities beyond basic text and voice functions. The app should prioritize the integration of UPI-based payments, enabling users to send and receive money seamlessly within chats. Incorporating business APIs and chatbot functionalities will attract small businesses and entrepreneurs who rely on messaging platforms for customer engagement. Additionally, developing mini-apps or a plugin framework could facilitate new applications such as e-commerce, ticket bookings, or utility bill payments within the same platform. A key area for innovation would be platform interoperability, allowing users to interact across various applications through open protocols. Interestingly, Sridhar Vembu has hinted at a vision for Arattai that emphasizes interoperability, akin to UPI and email, rather than confining it within a closed ecosystem. This forward-thinking approach could revolutionize how Indians communicate, collaborate, and conduct business online.
- Overcoming network effect inertia: Even with enthusiasm, sentiment, or governmental support, convincing 500 million WhatsApp users to switch is a formidable challenge. Many users will likely wait for their friends, family, or groups to transition first. Arattai must provide unique features, incentives, or seamless migration tools to disrupt this inertia.
- Brand identity and acceptance: The name “Arattai,” meaning “chat” or “banter” in Tamil, has sparked discussions about pronunciation and its appeal beyond Tamil Nadu. Some users find it challenging to pronounce, particularly in Hindi-speaking regions. The app needs a cohesive, memorable brand that transcends regional identities while embracing its “made in India” ethos.
- Ethical and policy navigation: As a domestic alternative, Arattai may face scrutiny from regulators and government entities. Its commitment to ethical practices will be tested by its policies regarding data requests, legal interception, content moderation, backup procedures, and national security. Striking a balance between user confidence and regulatory compliance will be essential.
Arattai stands at a pivotal juncture, with the potential to reshape the communications landscape in India and challenge the dominance of Big Tech. However, an increase in downloads is merely the beginning. The app must focus on establishing trust, scaling effectively, and fostering user habits that extend beyond initial novelty. Positioned at the intersection of technology and patriotism, Arattai embodies India’s growing confidence in shaping its digital future. Delivering trust, reliability, and a seamless experience will be as crucial to its success as the number of downloads. With continued innovation and a steadfast commitment to user privacy, Arattai could evolve from a Swadeshi alternative into a serious global contender, revealing whether it can transform patriotic momentum into lasting digital change in the forthcoming phase.
