Arattai: India’s Homegrown Messaging App Takes on WhatsApp
Arattai, a made-in-India messaging app, is gaining significant backing from the government and is being positioned as a potential alternative to WhatsApp for millions of users. But Arattai doesn’t just aim to capture a share of WhatsApp’s audience—it wants to offer an even better experience.
Developed by the team at Zoho, Arattai has been making headlines for its local roots at a time when the Indian government is actively promoting domestic apps and products. Zoho, known for competing with global tech giants like Microsoft, has even seen some of its platforms adopted for government work.
However, this isn’t the first time a WhatsApp challenger has emerged. Several apps have tried—and mostly failed—to displace the messaging giant. The big question is: can Arattai break through this barrier and attract widespread adoption?
Taking on WhatsApp: No Easy Feat
WhatsApp has long been a dominant force in India, predating even Facebook’s acquisition of the platform. It boasts over 400 million daily active users in India alone, with billions more globally. In India, WhatsApp isn’t just a messaging app—you can send voice notes, files, and even make payments via UPI.
Other homegrown apps have tried to replicate this success. For instance, Koo aimed to become the Indian alternative to Twitter (now X), but despite multiple efforts, it eventually failed to gain the same traction. These examples show just how difficult it is to rival WhatsApp. Arattai will likely need more than government support to match the app’s relevance and reach.
The WhatsApp Ecosystem Trap
Many users have considered leaving WhatsApp for various reasons—privacy concerns over data sharing with Meta, new terms of service, or the introduction of ads. Yet, a mass exodus has never materialized. WhatsApp is deeply embedded in India’s social and digital ecosystem, making it hard for people to abandon the platform without losing a major communication channel.
While issues like unsolicited marketing messages remain, millions continue to tolerate these glitches because the app’s utility outweighs the inconveniences.
For Arattai to achieve similar adoption, it must not only offer a compelling alternative but also overcome the enormous inertia of an entrenched platform. History shows that while planning such a shift is easy, executing it successfully is an uphill challenge that few have managed.
