Zoho's Arattai Aims to Challenge WhatsApp with Ad-Free Messaging in India

Arattai, an Indian-made messaging app developed by Zoho, has recently surged in popularity in India, driven by government promotion of self-reliance and nationalist sentiment, aiming to challenge WhatsApp's dominance. Despite its growth, experts believe it will be difficult for Arattai to replace WhatsApp due to its extensive user base and privacy concerns, especially regarding data encryption and government access. The app's future success depends on its ability to retain users and address privacy issues, but it faces significant challenges from established global platforms.