Arattai, the messaging app crafted by Zoho, has recently ascended to the pinnacle of the Social Networking category on India’s App Store. This surge in popularity coincides with a staggering 100-fold increase in daily sign-ups, soaring from approximately 3,000 to over 350,000 within just three days. Such a remarkable growth trajectory underscores the burgeoning interest in homegrown digital platforms across India. Union Education Minister Dharmendra Pradhan has also lent his support, advocating for Arattai as a locally developed alternative to international messaging services.
<blockquote class="twitter-tweet publive-iframes-block publive-Twitter-block" contenteditable="false" height="400" id="PLblockquoteblock-mg68bz66-nkbhzp4f-j535gpjs” width=”600″ readability=”9.4478527607362″>We have faced a 100x increase in Arattai traffic in 3 days (new sign-ups went vertical from 3K/day to 350K/day). We are adding infrastructure on an emergency basis for another potential 100x peak surge. That is how exponentials work.As we add a lot more infrastructure, we are…
— Sridhar Vembu (@svembu) September 28, 2025
Features and market position
Initially soft-launched in January 2021, Arattai emerged during a time of heightened scrutiny surrounding WhatsApp’s updated privacy policies. The app encompasses a variety of standard features typical of modern messaging platforms, including:
- One-to-one and group chats, text and voice notes, media sharing, and audio/video calls.
- End-to-end encryption for audio and video calls, with plans to extend this security feature to text messages.
- Multi-device support, including desktop and Android TV applications, alongside features for stories and channels to broadcast updates.
Zoho founder Sridhar Vembu has emphasized that Arattai is designed to function seamlessly on lower-end smartphones and in low-bandwidth environments, addressing a critical need in many emerging markets throughout India.
The challenge of network effects
While Arattai’s achievement of topping the download charts is commendable, the journey ahead is fraught with challenges, particularly in maintaining momentum against the entrenched presence of WhatsApp. With over 500 million users in India, WhatsApp enjoys a formidable network effect, deeply woven into the fabric of daily communication and commerce for its users.
For Arattai to evolve into a genuine long-term competitor, it must transform its downloads into a robust base of daily active users. Bridging existing feature gaps, especially the current absence of end-to-end encryption for all text messages, will be crucial in appealing to privacy-conscious consumers and ensuring their retention.
