Last updated on October 15th, 2025 at 06:31 am
Introduction
India’s digital landscape has long been dominated by global tech giants. Messaging, in particular, has been the realm of WhatsApp and its peers, which carry their own data practices and external governance. In 2021, Chennai‑based Zoho quietly launched a messenger called Arattai (Tamil for “casual chat”) as an internal communication tool. Since then, Arattai has grown into a full‑fledged public app and, thanks to a wave of national pride and official endorsements in 2025, amassed millions of downloads in a matter of weeks. Beyond the hype, Arattai offers a test case for whether homegrown platforms can deliver security, utility and scale comparable to established global players while advancing India’s vision of digital self‑reliance.
What Is Arattai?
Arattai is a cross‑platform messaging and VoIP application built by Zoho Corporation. Initially designed for internal use, it was opened to the public in early 2021 and gained momentum in 2025. Key characteristics include:
- Messaging and calling – Users can send text, voice notes and images or documents, and can make voice or video calls. Group chats support up to 1 000 members, and file sharing goes up to 2 GB.
- Multi‑device and platform support – Available on Android, iOS, web, Linux, Windows and macOS. Users can link up to five devices; the company also offers a native Android TV app, a feature absent from major competitors.
- Low‑bandwidth optimisation – Built with India’s rural and low‑cost smartphone users in mind, Arattai runs smoothly on slow networks and older hardware while keeping data consumption low.
- Data localisation and privacy controls – All user data is stored in Zoho’s data centres in India. Voice and video calls are end‑to‑end encrypted by default. Text chats offer a “secret chat” option but full end‑to‑end encryption for all messages is still under development.
- Ad‑free experience and no forced AI – Unlike WhatsApp, which integrates advertising and AI chat‑bots, Arattai remains free of ads and avoids AI overlays.
- Localization – The interface supports multiple Indian languages and is tuned for cultural nuances and local use cases.
Distinctive Features
Arattai includes several functions that differentiate it from other messaging apps:
- Pocket (Personal Cloud) – Rather than forcing users to send messages to themselves, Arattai provides a dedicated space where you can save notes, links and media for later. Pocket content syncs across devices.
- Meetings – A built‑in video conferencing tool similar to Zoom or Google Meet. Users can create instant meetings, join scheduled ones or plan future sessions directly from the app.
- Mentions Tab – A Slack‑like section that collects every group message where you’re tagged, making it easy to catch up without sifting through long threads.
- Android TV Support – A fully‑featured Arattai app is available on Android TV, letting users continue conversations on a larger screen. This versatility isn’t offered by WhatsApp, Telegram or Signal.
- No Ads and No Data‑Harvesting – Zoho has pledged not to monetize Arattai through intrusive ads or by selling user data. Combined with data localisation, this appeals to privacy‑conscious users.
- WhatsApp Chat Import – Users switching from WhatsApp can import their chat history, reducing friction for migration.
Why Arattai Matters for India’s Digital Future
- Digital sovereignty and localisation – India has been pushing for data sovereignty through initiatives like the Personal Data Protection Bill and the broader Atmanirbhar Bharat (self‑reliant India) campaign. Arattai’s local data centres ensure that Indian users’ conversations remain subject to domestic privacy laws, not foreign jurisdictions. It demonstrates that critical communication infrastructure can be domestically developed and governed.
- Tailored for Indian users – Most international apps are designed primarily for Western audiences and only later adapted for emerging markets. Arattai flips this model: it is built from the ground up for India’s linguistic diversity, varied network conditions and cultural norms (e.g., support for multiple scripts, local festivals in stickers).
- Supporting the local tech ecosystem – A successful indigenous messenger can encourage investment in Indian software startups, create jobs and reduce the brain‑drain of engineers to foreign firms. By embedding features like Pocket and Meetings, Arattai hints at a broader productivity platform that could eventually integrate with local business tools, government services and education platforms.
- Promoting privacy and user trust – The debate around WhatsApp’s data‑sharing policies highlighted the need for alternatives that prioritise user privacy. While Arattai still needs to implement full end‑to‑end encryption for all messages and provide independent audits, its stance of no ads and data localisation sets a precedent. If Indian consumers witness a local company adhere to transparent privacy practices, it may shift market expectations and drive industry‑wide improvements.
- Reducing dependence on global monopolies – A thriving domestic messenger reduces the risks associated with a single foreign platform controlling a nation’s communication infrastructure. This diversification supports national security goals and gives users more choice.
Competitor Landscape: How Arattai Compares
| Aspect | Arattai | Signal | Telegram | |
|---|---|---|---|---|
| User base (global) | ~1 million monthly active users (primarily India) | ~2.95 billion users worldwide | ~40 million users | ~700 million users |
| End‑to‑end encryption | Default for voice/video calls; secret chat for text; full encryption under development | Default for all communication | Default for all communication; open‑source protocol | Optional for “secret chats”; default for one‑to‑one messages is server‑client encryption |
| Data storage | Indian servers; data localisation compliant | Global data centres (US, Ireland, others) | Global servers (US) | Global servers (United Arab Emirates, others) |
| Monetization | Currently none; no ads or AI integration | Part of Meta; uses user data for targeted ads and AI features | Donation‑based; minimal feature additions | Premium subscriptions; optional ads in channels |
| Unique features | Pocket personal cloud; Meetings; Mentions tab; Android TV app; ad‑free interface | Calls, messages, communities, status; integrated Meta AI; payments; soon ads | Focus on security; minimal data collection; disappearing messages; relay servers for anonymity | Large group channels; bots; public channels; file sharing up to 2 GB; premium voice chat |
| Localization & low‑bandwidth support | Optimised for low‑cost phones and slow networks; multiple Indian languages | Moderate; uses compression but can be heavy on data; limited localization outside UI | Low‑bandwidth friendly; fewer features | Data heavy; less optimised for slow networks |
Arattai’s core advantage lies in its ad‑free experience, native Android TV app and built‑in personal cloud and meeting tools. However, global competitors still have a significant edge in encryption, scale and cross‑border communication. Signal appeals to privacy‑focused users; Telegram caters to large public channels and bots; WhatsApp dominates because of network effects and robust encryption.
Challenges and Path Forward
Arattai’s sudden surge was fueled by nationalist sentiment and endorsements from high‑profile politicians and business leaders. For sustained relevance, it faces three critical challenges:
- Deliver end‑to‑end encryption for all messages – Users expect full encryption as a baseline. Zoho has acknowledged this and needs to roll it out quickly, along with transparent audits to build trust.
- Maintain simplicity and reliability – Many Indian apps fail because they bloat the interface or aggressively monetise early. Arattai must resist the temptation to add every possible feature or push ads; instead, it should refine what it already offers and ensure uptime comparable to global services.
- Scale infrastructure and network effects – With more than half a billion Indians already on WhatsApp, convincing users to switch requires seamless chat migration, consistent performance and active communities. Partnerships with government services, local businesses and educational institutions could drive adoption, but technical reliability will determine retention.
Outlook
Arattai represents more than just another messaging app—it embodies India’s aspirations for technological independence and data sovereignty. Its focus on local languages, low‑bandwidth performance and unique features tailored to Indian users addresses long‑neglected needs. By remaining ad‑free and promising better privacy practices, it challenges the monetisation models of global incumbents. If Zoho can deliver on full encryption, keep the platform streamlined and transparent, and scale without compromising performance, Arattai could mature into a serious contender in India’s communications market and set a template for other indigenous digital services.
