Arattai takes on WhatsApp: 5 areas where Zoho's app beats Meta’s messaging giant

In recent times, there has been a notable push for Indian companies to develop software solutions tailored for the local market, aiming to rival established global tech giants. Zoho, known for its competitive business offerings, has launched a new messaging app named Arattai, which is already sparking conversations online as it is being dubbed the 'WhatsApp killer'. Arattai is not just another messaging app; it introduces unique functionalities that distinguish it from WhatsApp. While WhatsApp has gradually improved its video calling capabilities, Arattai has integrated a Meetings feature that enables users to host meetings akin to platforms like Google Meet and Zoom, all within the messaging interface. This feature is easily accessible from the app's bottom menu, allowing users to create, join, or schedule meetings efficiently, along with a view of past and upcoming meetings. Another innovative addition is the 'Pocket' feature, designed as a personal cloud storage solution, allowing users to save messages and media seamlessly without the need to message themselves as one might do in WhatsApp. This functionality enhances user experience by providing a dedicated space for important information. Notifications can sometimes be a source of frustration in WhatsApp, but Arattai simplifies this with a Slack-like 'Mentions' section, which helps users track messages where they are tagged, making it easier to keep up with conversations. Importantly, Arattai is currently ad-free and prioritizes user privacy by assuring that it will not sell data for advertising purposes. In contrast, WhatsApp has begun displaying ads in its Updates tab and shares data with its parent company Meta for advertising. Furthermore, Arattai claims that all user data is stored securely within data centers located in India. While Arattai does offer end-to-end encryption for voice and video calls, it is worth noting that regular text messages are not yet fully secured. WhatsApp, on the other hand, provides end-to-end encryption for both text and voice communications. In recent updates, Meta has integrated AI features into WhatsApp without giving users the option to disable them entirely. This has sparked some backlash among users who feel these additions are unwelcome. Arattai, however, has yet to incorporate AI features, and there is hope that if it does in the future, it will do so with user consent and without imposing them as mandatory functionalities.