The homegrown messaging app Arattai, developed by Zoho Corporation, has taken the Indian digital world by storm, recording a 100x surge in daily sign-ups in just three days. From 3,000 new users a day, the app now sees over 5,00,000 daily registrations by government endorsements, social media buzz, and its positioning as a privacy-first, spyware-free alternative to global messaging giants.
Arattai: India’s own ‘Swadeshi’ messaging app
Launched in January 2021 as a side project by Zoho, Arattai, which means “casual chat” in Tamil, offers a comprehensive suite of messaging tools, including one-to-one and group chats, voice notes, media sharing, stories, and broadcast channels. Unlike foreign apps, Arattai emphasises privacy-first design, promising not to monetise personal data, a factor that resonates strongly with Indian users concerned about digital sovereignty.
Zoho, founded in 1996 by Sridhar Vembu and Tony Thomas, the Chennai-based company provides more than 55 business applications across various functions, including email, CRM, HR, accounting, and project management. Today, Zoho serves over 130 million users in 150 countries, with global clients that include Amazon, Netflix, Deloitte, Toyota, Sony, Puma, and L’Oreal.
Features that are winning users
While Arattai builds on familiar messaging features, it also offers:
Text, media, and file sharing in personal and group chats.
Audio and video calls with end-to-end encryption.
Multi-device support, including desktop apps and Android TV integration.
Stories and channels for creators, influencers, and businesses to broadcast updates.
Zoho co-founder Sridhar Vembu highlighted the unprecedented growth on X (formerly Twitter): “We have faced a 100x increase in Arattai traffic in 3 days (new sign-ups went vertical from 3K/day to 350K/day). We are adding infrastructure on an emergency basis for another potential 100x peak surge.”
We have faced a 100x increase in Arattai traffic in 3 days (new sign-ups went vertical from 3K/day to 350K/day). We are adding infrastructure on an emergency basis for another potential 100x peak surge. That is how exponentials work.
As we add a lot more infrastructure, we are…
— Sridhar Vembu (@svembu) September 28, 2025
Government endorsement helps in surge
The recent spike in downloads followed Union Education Minister Dharmendra Pradhan’s call to adopt homegrown digital solutions, with Arattai topping the recommended list. Social media chatter, coupled with comparisons to WhatsApp, triggered viral adoption across the country.
With its sudden rise, Arattai’s infrastructure has faced pressure, causing OTP delays, contact syncing issues, and occasional call failures. Zoho admitted the issues and assured users that servers are being scaled rapidly. A major release planned for November with additional features has been moved up due to unexpected user demand.
India has over 500 million WhatsApp users, deeply integrated into daily life for personal and business communication. While Arattai’s meteoric rise signals significant interest, sustaining user engagement, ensuring seamless functionality, and upholding privacy commitments will be the true test of whether it can challenge WhatsApp’s dominance.
The Arattai app is available for download on Android (Google Play Store) and iOS (Apple App Store). Registration requires only a mobile number, making it accessible to millions of Indian users seeking a ‘Swadeshi’ digital messaging alternative.
Comments