WhatsApp gets smarter as India starts talking about Arattai​

With Zoho’s India-made Arattai app recently gaining attention and briefly topping charts in the Apple App Store’s social networking category, Meta is stepping up efforts to maintain WhatsApp as the preferred messaging platform in one of its biggest and most competitive markets.

WhatsApp has introduced new AI-enhanced and user-friendly features designed to make chats more personalised, creative, and convenient. While WhatsApp leads the world in size, end-to-end encryption, and rich features, Arattai positions itself as lightweight, privacy-focused, and optimised for low data consumption.

Meta appears to be strengthening WhatsApp’s feature set by adding AI capabilities aimed at improving personalisation, creativity, and usability. Nevertheless, Arattai’s emphasis on localisation and data control offers an interesting alternative for users concerned about the data practices of large multinational platforms.

With the Zoho-developed app seeing renewed traction in India, Meta is trying to keep WhatsApp ahead by launching a series of AI-assisted features focused on personalisation and user experience.

AI-powered personalisation

WhatsApp users can now customise their chat themes using Meta’s AI tools, allowing them to apply unique backgrounds and colour palettes in their conversations. This feature makes chats more engaging, particularly for younger users who prefer visually distinct designs.

Live and Motion photos sharing

The app now supports sharing Live Photos on iOS and Motion Photos on Android, enabling photos shared in chats to include brief motion or sound. This feature helps users capture and share more vivid, expressive moments.

AI-generated backgrounds for video calls and media

Users can apply AI-generated backgrounds during video calls or while taking photos and videos within WhatsApp. This functionality adds a creative, visual dimension to digital communication.

Native document scanning on Android

WhatsApp has also added a document scanner to its Android app, allowing users to scan, crop, and send documents without relying on third-party apps. This feature is especially useful for students and professionals collaborating on shared files.

Enhanced group search and new sticker packs

WhatsApp now lets users search for group chats by typing any member’s name. It has also released themed sticker sets, including Fearless Bird, School Days, and Vacation, to make conversations more expressive.

Strategic edge over competition

While Arattai offers a localised, India-focused experience, WhatsApp’s strength lies in its massive user base, reliable encryption, and deep integration across Meta’s ecosystem. Frequent updates help WhatsApp stay competitive against newer entrants highlighting privacy and innovation.

Arattai’s appeal lies in its simplicity, lightweight design, and focus on Indian users, but WhatsApp’s scale, stability, and feature depth continue to give it a strategic advantage. Its AI-driven chat personalisation, live and motion photo support, document scanning, and improved group search reinforce Meta’s effort to make the app more creative and practical for everyday users.

Although Arattai’s surge shows growing demand for Indian alternatives, WhatsApp remains firmly entrenched with over two billion users globally and a constantly evolving feature set.