Zoho's Arattai, launched in 2021, has recently emerged as a potential contender in the Indian messaging app market, currently dominated by WhatsApp. This "Made in India" app has garnered attention for its privacy-focused approach and unique features, briefly topping Indian app store charts. While it's too early to declare it a "WhatsApp killer," Arattai's rise prompts an examination of its potential to carve out a significant space for itself.

Arattai's Appeal: Features and Functionality

Arattai offers a familiar chat interface, similar to WhatsApp, with customizable chat backgrounds and the ability to send messages, make audio and video calls, and share media. However, it also introduces several unique features:

• Username-based communication: Arattai allows users to connect and chat with others without sharing their mobile number, a feature not available on WhatsApp.
• Meetings: Arattai has a dedicated "Meetings" feature, similar to Google Meet or Zoom, allowing users to create, schedule, and join video conferences within the app. WhatsApp users can achieve a similar result by creating meeting call links, but Arattai's integrated feature offers a more streamlined experience.
• Pocket: This feature acts as a personal cloud storage space within the app where users can save important messages, media, and notes, accessible across all their devices.
• Mentions: Arattai provides a consolidated list of all chats where the user has been mentioned, similar to Slack, making it easier to keep track of important conversations.
• Location sharing with a twist: Arattai allows users to share their location until they reach a specified destination, automatically stopping the sharing once they arrive.
• Low bandwidth optimization: Arattai is designed to function smoothly on low-end smartphones and in areas with weak internet connectivity.

Privacy and Security Considerations

Arattai has gained traction by positioning itself as a "spyware-free" alternative, emphasizing user privacy. Zoho assures users that Arattai will remain ad-free and will not monetize user data for advertising purposes. Furthermore, Zoho stores all user data in data centers across India.

However, a key difference lies in encryption. While Arattai offers end-to-end encryption for voice and video calls, text messages are not yet fully end-to-end encrypted. Zoho has stated they are working on implementing this feature. WhatsApp, on the other hand, offers end-to-end encryption for all communications by default.

The WhatsApp Dominance

WhatsApp currently dominates the Indian messaging app market. In 2024, India had 853.8 million WhatsApp users, the largest user base for the platform globally. This represents a significant increase from 487.5 million users in 2021. WhatsApp's widespread adoption is attributed to its ease of use, support for multiple languages, and low data usage. It has become a primary communication tool for personal and business interactions in India.

Arattai's Challenges and Opportunities

While Arattai boasts unique features and a privacy-focused approach, it faces challenges in unseating WhatsApp's dominance. Some users have reported issues such as OTP delays, slower contact syncing, and call glitches due to server overload. Zoho is actively addressing these issues and expanding its infrastructure to accommodate the surge in users.

Arattai's recent surge in popularity, with daily sign-ups increasing from 3,000 to 350,000 in just three days, demonstrates the potential for growth. This surge was fueled by endorsements from government officials and a growing demand for local digital platforms. Sridhar Vembu, Zoho's founder, has stated that the company is working to add infrastructure to handle the increased traffic.

Can Arattai Compete?

Arattai's success hinges on several factors:

• Addressing encryption concerns: Implementing end-to-end encryption for text messages is crucial for gaining the trust of privacy-conscious users.
• Ensuring a seamless user experience: Resolving technical glitches and optimizing the app for performance is essential for user retention.
• Leveraging the "Made in India" sentiment: Appealing to users who prefer local platforms and value data sovereignty can drive adoption.
• Focusing on unique features: Highlighting features like username-based communication, the "Meetings" function, and the "Pocket" feature can differentiate Arattai from WhatsApp.
• Accessibility: Arattai's lightweight design and low bandwidth optimization make it accessible to users in rural areas and those with older devices.

While unseating WhatsApp as the dominant messaging app in India will be a difficult task, Arattai has the potential to capture a significant share of the market by focusing on privacy, unique features, and accessibility. The app's recent surge in popularity suggests that there is a growing demand for alternative messaging platforms in India, and Arattai is well-positioned to capitalize on this trend.