Arattai, the messaging app launched in 2021, has experienced a recent surge in popularity. The rise in usage followed an appeal to adopt local digital platforms, leading to a significant increase in traffic. This has ignited discussion about whether Arattai can effectively challenge WhatsApp.
The future of Arattai depends on how it expands its offerings beyond just chat functionality. Integrating services like payments (UPI) and commerce (ONDC) could make the app more appealing to users. Support from key government figures and its association with the ‘vocal for local’ campaign have given it a boost, but some experts are unsure if this growth is sustainable, suggesting users might eventually return to WhatsApp.
Developed by Chennai-based Zoho Corporation, the app’s name, Arattai, means Chat. Experts suggest that local software products struggle because consumers often favor international technology. The success of Arattai depends on building a strong network. The number of sign-ups and the level of active usage determine the app’s success.
For any messaging app to succeed, wide adoption is critical. Arattai should focus on tool development, with the potential for growth and broad adoption if it builds a substantial user base.