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Zoho Arattai Technology News
Indian tech giant Zoho’s messaging platform Arattai has taken a bold step in its competition with global players by launching support for Android TV. This makes it the first major messaging app to offer such a feature in 2025, a capability that even WhatsApp does not yet provide.
Messaging Comes to the Big Screen
With the Android TV rollout, Arattai users can now access their messages and calls directly on large screens, creating a more immersive communication experience. Conversations that traditionally began on mobile can now continue seamlessly across devices, including televisions.
This move is significant because it expands messaging beyond smartphones, positioning Arattai as a multi-platform ecosystem rather than just a WhatsApp alternative.
Why This Feature Matters
1. Differentiation from Rivals
By being the first to integrate messaging with Android TV, Arattai is setting itself apart from competitors. It shows Zoho’s intent to go beyond conventional mobile-first platforms.
2. Built for Emerging Markets
Arattai has been designed to be lightweight and data-efficient, making it ideal for semi-urban and rural regions with weaker networks. The TV support gives users additional flexibility, further strengthening its adoption in households.
3. Surging Adoption and Growing Pains
The app has seen a sharp spike in downloads in recent weeks. However, the surge has also caused server load issues, OTP delays, and syncing lags. Zoho has acknowledged the challenges and is scaling infrastructure to meet growing demand.
4. Privacy and Security Gaps
While Arattai supports encrypted calls, end-to-end encryption for text chats is still not fully implemented. Critics argue that this could become a barrier for users who prioritize privacy. Until encryption becomes default, the platform may struggle to match global benchmarks of secure communication.
Bigger Vision: Open Standards for Messaging
Zoho has hinted at an ambitious roadmap, advocating for open and interoperable messaging protocols, similar to how UPI transformed digital payments in India. The idea is to prevent monopolies in messaging apps and encourage cross-platform communication.
For now, the Android TV app is a symbolic but strong step, showcasing Zoho’s vision to lead innovation in the Indian tech space.
The Road Ahead
- Full roll-out of end-to-end encryption for chats remains a critical milestone
- Expansion to other TV ecosystems such as Fire TV or Apple TV could follow
- Performance stability will be tested as user numbers multiply
- Global competitors like WhatsApp may be forced to respond with new features
Parting Thoughts-
Arattai’s Android TV launch is more than just another update. It signals the arrival of messaging on bigger screens and highlights India’s growing presence in global technology innovation. For users, it represents convenience and choice. For WhatsApp, it is a wake-up call.
