Zoho’s homegrown messaging app, Arattai, has recently ascended to the pinnacle of India’s app stores, momentarily surpassing established giants like WhatsApp, Telegram, and Signal. This remarkable achievement comes amidst a surge of patriotic downloads and an increasing preference for local digital solutions. Launched in 2021, Arattai—translated as “chat” in Tamil—was initially perceived as a modest side project. However, in light of rising concerns surrounding artificial intelligence, spyware incidents, and the scrutiny faced by major tech companies, its positioning as a “spyware-free, made-in-India messenger” has resonated deeply with users.
The app’s meteoric rise has been bolstered by endorsements from prominent government figures, including Union Education Minister Dharmendra Pradhan, who has actively encouraged citizens to embrace indigenous platforms as part of the Aatmanirbhar Bharat initiative.
100x surge in users
According to Zoho founder Sridhar Vembu, Arattai experienced an astonishing 100-fold increase in traffic within just three days, with daily sign-ups soaring from 3,000 to a staggering 350,000. In response to this unprecedented demand, the company is urgently expanding its infrastructure to accommodate the influx of new users.
“We are adding infrastructure on an emergency basis for another potential 100x peak surge. That is how exponentials work,” Vembu remarked, acknowledging that this rapid growth occurred much sooner than anticipated.
Features and challenges
Arattai boasts a range of familiar features designed to enhance user experience, including:
- One-to-one and group chats with text, voice notes, and media sharing
- Audio and video calls with end-to-end encryption
- Multi-device support, including desktop and Android TV applications
- Stories and channels for broadcasting updates
Nevertheless, the app is currently addressing several challenges. Users have reported delays in OTP verification, slower contact synchronization, and call glitches attributed to server overload. Zoho has acknowledged these issues and indicated that solutions will be implemented within “a couple of days.”
Another limitation is that the end-to-end encryption feature for chats is not yet operational, although Zoho has assured users that it is actively working on this enhancement.
