Zoho's instant messaging application, 'Arattai,' has gained significant attention as a potential alternative to WhatsApp, particularly after endorsement from Union Minister Dharmendra Pradhan. Daily sign-ups increased from 3,000 to 350,000 within 72 hours, and Arattai now has over 1 million monthly active users. Most new users are from India, prompting Zoho to enhance its infrastructure to meet demand, although some users have faced issues like OTP delays. Zoho founder Sridhar Vembu indicated plans for a significant launch in November and discussions for messaging protocol standardization. Arattai evolved from Zoho Chat and aims to reflect India's unique needs. Challenges remain, as local platforms like Koo and Hike Messenger struggled to maintain user bases. Industry experts note that being an Indian product alone may not be enough to compete with established platforms. Arattai is focusing on user feedback, infrastructure, and plans to implement end-to-end encryption while avoiding advertising in its monetization strategy.