A local messaging app called Arattai, developed by Zoho based in Chennai, has gained popularity as an alternative to WhatsApp. The app witnessed a surge in downloads recently, prompting the company’s founder, Sridhar Vembu, to advocate for messaging apps to facilitate cross-platform communication. In response, WhatsApp, Arattai’s primary competitor, is reportedly working on integrating a similar feature.
Recent reports from WaBetaInfo suggest that WhatsApp is currently testing a new function enabling users to message individuals on different messaging platforms. While this capability is presently being trialed by beta testers in Europe, it could potentially allow WhatsApp users to communicate with those using Arattai without switching between apps.
Earlier this year, Zoho’s Sridhar Vembu proposed the standardization of messaging protocols across various apps, akin to the interoperability of Unified Payments Interface (UPI) and email services. Vembu emphasized the importance of open communication systems to prevent monopolies, contrasting with WhatsApp’s closed ecosystem.
The move by WhatsApp to explore cross-platform messaging features aligns with the regulatory landscape in the European Union (EU). The Digital Markets Act in the EU aims to prevent tech giants from monopolizing markets, mandating platforms like WhatsApp to enable open communication with other services.
While WhatsApp has initiated support for third-party app integration with the likes of BirdyChat, developers must meet encryption standards set by WhatsApp to ensure user data security. In contrast, Arattai is yet to implement end-to-end encryption for chats, although the company has announced plans to introduce this feature soon.
While cross-platform messaging capabilities are currently limited to European markets due to regulatory requirements, WhatsApp has not disclosed any plans to extend this feature to other regions, including India. The company’s focus remains on compliance with existing regulations and enhancing user communication experiences.