Chennai-based tech firm Zoho has found viral success with its messaging platform Arattai, which means “chat” in Tamil. The app has seen an extraordinary surge in downloads, topping app charts and emerging as a proud local alternative to WhatsApp.

According to founder Sridhar Vembu, Arattai’s daily sign-ups have skyrocketed from just 3,000 to nearly 3.5 lakh within three days. The company attributes this momentum to the recent government-backed campaign encouraging citizens to adopt Indian-made digital platforms.

Patriotism Fuels Arattai’s Popularity

The government’s push for technological self-reliance, part of the ‘Make in India’ initiative, has played a big role in Arattai’s sudden rise. Prime Minister Narendra Modi and several Union Ministers have urged Indians to support local apps. Union Minister Dharmendra Pradhan even promoted Arattai on X, asking citizens to use “India-made apps [to stay] connected.”

Vembu also stressed the need for an open ecosystem, saying, “These systems need to be interoperable like UPI and email, and not closed like WhatsApp today. We do not want to be a monopoly ever.”

WhatsApp Moves Toward Cross-Platform Chats

Interestingly, Arattai’s rise comes just as WhatsApp begins testing cross-platform messaging in Europe. The feature could eventually allow users to send messages from WhatsApp to apps like Arattai without switching platforms.

This development, however, isn’t purely coincidental. It stems from the European Union’s Digital Markets Act (DMA), a law aimed at preventing tech monopolies. The regulation requires dominant messaging apps like WhatsApp to enable communication with other services.

Feature Still Limited to Europe

At present, WhatsApp’s new feature supports only a third-party app called BirdyChat, and developers must request integration approval while meeting strict encryption standards. For now, there’s no confirmation of whether the feature will reach Indian users anytime soon.

Meanwhile, Arattai is working on strengthening its privacy architecture. Zoho has said it plans to introduce end-to-end encryption (E2EE) for text messages soon, complementing its already encrypted voice and video calls.

What Arattai Offers to Users

Launched in 2021, Arattai provides a wide range of features similar to WhatsApp. Users can send messages, share media, make voice and video calls, and even host virtual meetings with up to 250 participants. The platform also offers ‘Channels’, a broadcast tool akin to WhatsApp Channels, and has an app for Android TV.

Zoho says the app has been optimised for low-end devices and slow internet speeds, ensuring accessibility across India’s diverse user base.

Privacy and Infrastructure Development

While text chats aren’t yet end-to-end encrypted, Zoho says the feature is being fast-tracked. “We had initially planned to launch this app after E2EE, which would have happened in a couple of months,” said Zoho CEO Mani Vembu. “However, the timelines have been pushed up, and we are trying to bring some critical features and infrastructure support as quickly as possible.”

In a recent post, Sridhar Vembu said, “We are diligently updating the app weekly. I am personally talking to the engineers daily on all this,” assuring users of regular updates and improvements.

Experts Weigh In on Arattai’s Future

Despite the excitement, industry analysts warn that competing with WhatsApp’s 500 million Indian users will be no easy task. Tech analyst Prasanto K. Roy said, “Arattai’s success will depend on its capacity to not just amass new users but also retain them.”

Neil Shah, Vice President at Counterpoint Research, echoed this sentiment, noting that Arattai’s mix of national pride, privacy focus, and usability could carve out a niche. “There is room for multiple messaging players in India and beyond. However, matching WhatsApp’s scale organically is extremely difficult,” he said.

A Long Road Ahead

Zoho plans to roll out a major marketing campaign once key updates and scaling infrastructure are complete. Experts believe that while Arattai may not dethrone WhatsApp entirely, its rise reflects India’s growing appetite for self-reliant, privacy-driven digital ecosystems.

As global tech giants face increasing scrutiny, Arattai’s momentum may signal a new chapter in India’s digital independence one where homegrown apps finally take center stage.