Till a few days ago, Zoho’s Arattai app was being touted as an indigenous alternative to WhatsApp. It also became the most downloaded app on Google Play Store, but now its magic is fading. In comparison to WhatsApp, this app is not being liked by the users and now it was out of the list of top 100 apps on Play Store. About a month ago everyone was talking about Arattai app and a large number of people had created their accounts on this app.

Why did Arattai app lag?

Arattai app was launched in 2021, but it got limelight only this year. After a post by Union Minister Dharmendra Pradhan, people discovered this app and the number of its users increased rapidly. It has many features like WhatsApp, but it could not work its magic for long. Initially its messages were not end-to-end encrypted. Apart from this, removing people from WhatsApp was a big challenge for Arattai, which the company could not overcome. People have been using WhatsApp for a long time and for many people it has become the default choice for messaging and calling. In such a situation, it became difficult for Arattai to remain on top in the rankings.

Full attention to privacy in Arattai

Made entirely in India, the Arattai app offers features like personal chat, group chat, voice notes, image and video sharing like WhatsApp. Now it has come with end-to-end encryption feature for personal chat also and the company is preparing to equip it with many more new features. Preparations are also underway to integrate Zoho Pay app into it, so that users can use Arattai for chatting as well as for payment. Zoho, the company making it, says that full care has been taken of privacy in Arattai and it will never monetize personal data.

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Zoho, which made a splash with Arattai app and Ulaa browser, is now preparing to defeat apps like Paytm and PhonePe. According to reports, Zoho will now launch UPI-based consumer payment platform Zoho Pay, which will give direct competition to Paytm, PhonePe and Google Pay. Let us tell you that Zoho’s Arattai app is being seen as a Made in India alternative to WhatsApp and the number of its downloads has increased rapidly in the last few days. Similarly, Ulaa browser is also giving tough competition to Google Chrome.

Zoho Pay will be a standalone app

According to reports, Zoho Pay will be a standalone app and can also be integrated into Arattai Messenger. With this, like WhatsApp, Arattai users will also get both chatting and payment options in the same app. Zoho already has a payment-aggregator license and is offering business payments through Zoho Business. Now with the entry of UPI payment ecosystem, competition in the market will increase and the companies that have already established their footing will also get new challenges.

When is it expected to be launched?

The launch date of Zoho Pay app has not been revealed yet, but it is being speculated that it can be launched in the next quarter. Currently, testing of this app is going on and it will be launched for Android as well as iOS.

Most digital transactions happen through UPI

India’s digital payment network is the most active in the world. Here, most digital payments are made through UPI. According to a latest report, 17,221 crore transactions were done through UPI in 2024, whereas in 2019 this number was 1,079 crore. If we look at the total value of these transactions, there was a transaction of Rs 18.4 lakh crore in 2019, whereas in 2024 this number will increase to about Rs 247 lakh crore.

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