WhatsApp tests cross-platform messaging as India’s Arattai pushes for open communication

As WhatsApp begins testing cross-platform messaging in Europe, Zoho’s homegrown app Arattai gains momentum in India, championing interoperability among messaging services—an idea long promoted by its founder, Sridhar Vembu

Arattai, the Indian-made messaging platform developed by Zoho, is rapidly emerging as a strong local rival to WhatsApp. The app has witnessed a sharp rise in downloads over the past month, positioning itself as a homegrown alternative that prioritizes user privacy and open communication standards. Its founder, Sridhar Vembu, has been vocal about creating a system where different messaging apps can communicate seamlessly, much like India’s UPI network enables interoperability across payment platforms.

WhatsApp responds with cross-app messaging tests

WhatsApp, owned by Meta, now seems to be embracing the same vision. According to WaBetaInfo, the company has begun testing a cross-platform messaging feature that would let users send messages to people on other apps—potentially including Arattai—without leaving WhatsApp. Currently, this feature is in beta testing in Europe and supports limited third-party apps such as BirdyChat.

The move aligns with the European Union’s Digital Markets Act (DMA), which mandates large tech companies to open their platforms for fair competition and prevent monopolistic control. To comply, WhatsApp is requiring other apps to meet its encryption and privacy standards.

India’s messaging future

Although the feature’s global rollout remains uncertain, Arattai stands to benefit from this trend. Vembu continues to advocate for open messaging standards, emphasizing that no single company should dominate user communication. As WhatsApp navigates regulatory changes abroad, India’s own Arattai appears well-positioned to strengthen its foothold among users seeking a truly interoperable and independent messaging experience.