As the messaging app landscape in India heats up, Arattai, developed by Zoho, has emerged as a noteworthy contender. In recent weeks, the app has experienced a surge in downloads, capturing the attention of users across the country. Zoho reports an impressive seven million downloads over just a week, a striking increase from the fewer than 10,000 downloads recorded by Sensor Tower in August. This growth puts Arattai in the spotlight as it attempts to compete with the entrenched giant, WhatsApp.
Governance and Growth
Arattai's rise can be attributed to the Indian government's push for domestically produced technology. With ministers advocating for the use of Indian-made apps, Arattai finds itself at the center of this movement. ‘Arattai’, meaning ‘banter’ in Tamil, was softly launched in 2021 but its recent success suggests a newfound momentum, as daily sign-ups jumped from about 3,000 to 350,000 in only three days. Despite this growth, it still lags behind WhatsApp's massive user base of approximately 500 million monthly active users in India.
Over 95% of Arattai's users as of September hail from India, according to Sensor Tower. This demographic consolidation is seen as both a strength and a potential limitation. The app promises an efficient system for messaging, voice, and video calls, and includes tools suitable for business use. Built with the Indian consumer in mind, Arattai is optimized for performance on lower-end devices and slower internet connections.
The Challenge of Loyalty
While initial enthusiasm seems promising, experts warn of the challenges in breaking WhatsApp's entrenched user base. Arattai's long-term success may depend on retaining users rather than relying on a nationalism-driven surge. Zoho acknowledges that maintaining user engagement poses a significant hurdle that must be overcome to sustain its growth.
User trust, however, hinges on more than just app features. Privacy concerns continue to loom as Arattai has yet to implement end-to-end encryption (E2EE) for text messages, currently only offering this security feature for voice and video calls. Shashidhar KJ from MediaNama points out the risk to user privacy, as the app aligns with government demands for traceability.
Balancing Privacy and Compliance
Zoho is actively working to integrate full E2EE for text messages, promising enhanced user control over their data. CEO Mani Vembu emphasizes that once implemented, not even the company will have access to conversation content. Zoho also pledges transparency regarding legal obligations.
Nevertheless, Indian laws present complexities, with requirements for platforms to share user data under certain conditions. Experts highlight the potential difficulties local firms may face in resisting governmental data requests. As Arattai navigates these challenges, the path forward remains uncertain: will it withstand privacy pressures and convert its burgeoning download numbers into sustained, long-term adoption?
