Arattai, the instant messaging application owned by Zoho, has recently unveiled an innovative feature enabling users to transform images into personalized stickers. According to a preview shared on X, users can take photos using their smartphone cameras and convert these pictures into stickers that can be shared within chats. This addition marks the second new feature launched by Arattai in a span of ten days.

Chat Backup Functionality Added

On March 21, Arattai introduced a chat backup feature, allowing users to secure their end-to-end encrypted conversations by backing them up to Google Drive for Android users or iCloud for those on iOS devices. This feature ensures that users can restore their chats whenever necessary.

Government Support Boosts Popularity

The app gained significant traction after receiving endorsements from IT Minister Ashwini Vaishnaw and Dharmendra Pradhan, who promoted Arattai as an Indian alternative to WhatsApp. Following this governmental support, the platform experienced a remarkable surge in traffic, reportedly increasing by 100 times within just three days.

Unique Features of Arattai

Arattai differentiates itself with a variety of features not commonly found on WhatsApp. Users can communicate using a username without having to share their mobile numbers. Additionally, the app offers a dedicated space for storing and organizing important messages, media, and notes across devices, alongside a specific tab for scheduling and managing video meetings. Despite these advantages, the platform lacks several functionalities available on WhatsApp, including payment options, event management, self-destructing messages, and enhanced chat security features.

End-to-End Encryption Implementation

End-to-end encryption became critical for Arattai’s growth when it reached a broader audience. In November, the company implemented this encryption for individual chats, ensuring that all direct conversations are encrypted on users’ devices before being transmitted. This level of encryption also extends to chat backups, enhancing user privacy and data security.

Challenges in Maintaining Popularity

Despite its initial success fueled by government backing, Arattai faced challenges in maintaining its popularity. By November 2025, the app had dropped out of the top 100 rankings on both the Google Play Store and Apple’s App Store. In response to this decline, Sridhar Vembu, the founder of Zoho, remarked that fluctuations in app rankings are common during the product development phase and should not be a cause for alarm. He underscored the company’s commitment to building sustainable technology for Arattai instead of merely chasing fleeting trends. However, the application has not yet regained its standing within the top 100 rankings.

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