Zoho launches Arattai-for-Business as WhatsApp Business alternative

Zoho has introduced Arattai-for-Business, a new messaging app and integration platform aimed at Indian businesses. The launch coincides with Meta’s upcoming pricing changes for WhatsApp Business, positioning Arattai-for-Business as a free, locally built alternative with end-to-end encryption.

Launch of Arattai-for-Business

Zoho has launched Arattai-for-Business, a messaging app designed to facilitate communication between businesses, their customers, and employees. According to Mint (Technology), the app is positioned as a tool for enterprise communication and is now available for download on the Google Play Store.

The app was first spotted on the Google Play Store last month and is marketed as an Indian-built solution, specifically targeting local businesses. It offers end-to-end encrypted messaging, along with features like device and data-synced chatting and ownership controls.

Arattai Business Platform

Alongside the messaging app, Zoho has introduced the Arattai Business Platform, which integrates business software and automation systems with Arattai. According to Mint (Technology), the platform enables seamless connectivity between Arattai and existing enterprise tools, though Zoho has not provided a timeline for when these integrations will be fully available.

The Arattai Business Platform is free for government institutions and public services, including sectors like healthcare, education, and railways. Healthcare and education institutions also receive 1 million free messages per month. However, Zoho has not yet disclosed commercial pricing for the platform.

Market Context and Positioning

The launch of Arattai-for-Business comes as Meta prepares to introduce paid utility messages for WhatsApp Business starting October 1. According to Mint (Technology), this pricing change has created an opportunity for Zoho to position Arattai-for-Business as a cost-effective alternative for Indian businesses.

Zoho’s app is designed to address the needs of local enterprises, particularly in sectors where cost and data sovereignty are critical. The company has emphasized its Indian roots, with the name ‘Arattai’ deriving from the Tamil word for casual conversation or chit-chat.

Arattai-for-Business is not Zoho’s first foray into messaging. According to Mint (Technology), the original Arattai app gained attention last year as an Indian alternative to WhatsApp and briefly reached the top spot in Indian app stores.

What this means

Lazyfounder analysis — our interpretation, not reported fact.

Zoho’s launch of Arattai-for-Business and the Arattai Business Platform is a calculated move to fill a gap left by Meta’s upcoming pricing changes for WhatsApp Business. For Indian businesses—particularly in cost-sensitive sectors like healthcare, education, and government—this could offer a viable alternative with the added appeal of being locally built and encrypted.

That said, the lack of clarity on commercial pricing for Arattai-for-Business may give pause to enterprises weighing long-term costs. The focus on the Indian market also suggests Zoho is prioritizing regional needs over global scalability, at least for now. For founders and operators, this serves as a reminder to keep an eye on shifting costs in business messaging platforms and explore alternatives that align with both budget and compliance requirements.

Key takeaways

• Zoho has introduced Arattai-for-Business, a messaging app aimed at businesses, alongside the Arattai Business Platform for software integration.
• Meta’s upcoming paid utility messages for WhatsApp Business from October 1 may drive adoption of Arattai-for-Business among cost-conscious businesses.
• The Arattai Business Platform is free for government, healthcare, and education institutions, with additional messaging allowances for healthcare and education.
• Arattai-for-Business offers end-to-end encryption and is positioned as an Indian-built alternative to WhatsApp Business.
• Zoho has not yet disclosed commercial pricing for Arattai-for-Business, which could impact adoption decisions.

FAQ

What is Arattai-for-Business?

Arattai-for-Business is a messaging app launched by Zoho, designed for business communication and integration with enterprise software. It offers end-to-end encryption and is positioned as an alternative to WhatsApp Business.

Who can use Arattai-for-Business for free?

The Arattai Business Platform, which includes the messaging app, is free for government institutions, healthcare providers, and education sectors. Healthcare and education institutions also receive 1 million free messages per month.

How does Arattai-for-Business compare to WhatsApp Business?

Arattai-for-Business is marketed as a locally built, cost-effective alternative to WhatsApp Business, particularly as Meta introduces paid utility messages from October 1. It offers similar features like encrypted messaging but is tailored for Indian businesses.

Has Zoho announced pricing for Arattai-for-Business?

No, Zoho has not yet disclosed commercial pricing for Arattai-for-Business or the Arattai Business Platform.

Is Arattai-for-Business available outside India?

Zoho has positioned Arattai-for-Business as a solution for Indian businesses, and there is no information yet on availability or support for markets outside India.

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