When Zoho’s messaging app Arattai first gained attention as an India-made alternative to WhatsApp, it started discussions about local innovation and reducing dependence on big tech companies. The app even reached the top of the App Store’s social networking chart in India and got over 10 million downloads on the Google Play Store.
SurveyA strong case was made for it to replace WhatsApp as the next messaging platform. Slightly more than a month later, the hype seems to have died down, downloaded haven’t translated into engagements and Arattai has even slipped on the App Store charts. Meanwhile, WhatsApp remains the app used by most people, making its position unshakeable.
The reasons for abandoning Arattai are similar across different user profiles. The main issue is that messaging apps are habit-forming platforms. No matter how well-designed or feature-rich an app might be, its value is directly tied to how many people in your circle actually use it.
Maneesh Jain, a Noida-based engineer who tried Arattai but returned to WhatsApp within weeks, explained, “All my official and work-related groups are on WhatsApp. Unless everyone moves to Arattai together, it doesn’t really make sense for me to switch. Communication becomes too scattered otherwise.”
This sentiment reflects what people call the ‘network effect trap’, where an app’s usefulness increases with each additional user. When everyone you need to contact is already on one platform, switching requires not just your decision but a collective migration.
Siddhant Jain, a Pune-based app developer, was more blunt about the app’s struggle to differentiate itself: “So when you use a particular messenger, it’s very hard to move to any other apps till it’s very popular within your group of people. It’s not famous in mine so it never came across my mind to download it or use it. Other than Make in India, I’m not able to differentiate between WhatsApp and Arattai.”
On the other hand, one of my colleagues, Yash Adhana, asked, “If you already have a reliable messenger that does the job nicely and easily, why would you want to switch to a messenger that your contacts don’t use?”. While Arattai promises privacy and a no-ads model, these benefits feel useless to users when WhatsApp already handles their messaging needs adequately.
The practical reality is even more straightforward for many. “The person I want to message isn’t even on Arattai, so how will I use it? If I tell someone that I’m sending something or messaging them, people automatically assume it’s on WhatsApp,” said Krishna Sharma, a Noida-based content creator. This suggests that WhatsApp has most likely become the default assumption for digital communication in India.
WhatsApp now appears to be more than just an app; it has become a reflex, integrated into daily routines and muscle memory. Breaking that habit requires something so compelling that users would maintain presence on both platforms simultaneously. So far, Arattai hasn’t identified that killer feature.
Zoho’s long game
In a recent interview with Digit, Praval Singh, VP of Marketing and Customer Experience at Zoho, acknowledged this battle but maintained that the company isn’t chasing viral success. “We’re not trying to replace an existing app because these are habit-forming products. We believe if we stay true to our core values: privacy, value and simplicity, people will stay,” Singh said.
Unlike venture-backed startups that need explosive growth to justify valuations, Zoho is profitable and can likely afford patience. The company maintains a no-ads model and promises not to monetise or sell user data. “Privacy is more than just a checkmark on a feature list. It is about the company’s ethos. Zoho generates no revenue from advertising. We do not monetise or sell user data,” he stated.
Can Arattai overtake WhatsApp?
The app’s slip down on the App Store rankings suggests the initial curiosity-driven downloads haven’t converted into active, engaged users. The real test isn’t downloads, it’s whether people actually stick around beyond the initial patriotic excitement. In a world where WhatsApp is basically the same as messaging, where people say “I’ll WhatsApp you” instead of “I’ll message you,” the big question is: will Arattai be able to overtake WhatsApp? Well, many WhatsApp competitors have tried and failed. For Arattai to succeed, it will need more than time and patience. It will need that killer feature, something so compelling that users not only download the app but convince their friends, family and colleagues to do the same.
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Ayushi Jain
Ayushi works as Chief Copy Editor at Digit, covering everything from breaking tech news to in-depth smartphone reviews. Prior to Digit, she was part of the editorial team at IANS. View Full Profile
