NEW DELHI — Arattai, a messaging platform developed by Indian software company Zoho, is gaining momentum as a domestic alternative to WhatsApp, the long-standing leader in India’s messaging market.
Launched in 2021, Arattai remained under the radar until recent government endorsements and a surge in user adoption propelled it to 7.5 million downloads. The app combines standard messaging features—text chat, voice and video calls, media sharing, and group conversations—with innovations aimed at enhancing usability and privacy.
Notable features include multi-device support that extends to Android TVs and a “Pocket” tool for saving messages, links, and media for later access. Unlike WhatsApp, which is part of Meta Platforms Inc., Arattai does not monetize user data or display advertisements. User data is stored exclusively on Indian servers, reflecting government policies promoting digital sovereignty.
From a security perspective, Arattai encrypts voice and video calls end-to-end, though text messages are not yet fully encrypted. Experts note this gap could be a limitation for privacy-focused users, but the app’s design prioritizes local data control, an increasingly important consideration for Indian consumers.
Industry analysts say Arattai’s growth signals a rising demand for homegrown technology solutions that align with national data policies and user privacy expectations. While it faces the challenge of competing with WhatsApp’s entrenched user base, its rapid adoption demonstrates the potential for India-based apps to reshape the messaging landscape.
Arattai’s trajectory reflects a broader trend in technology reporting: users are increasingly evaluating platforms not just on features, but on data security, localization, and governance alignment—factors that could redefine the competitive dynamics of the global messaging market.
