After Arattai, Zoho Pay Coming To Rival Paytm And Google Pay In India

Last Updated:October 27, 2025, 13:52 IST

Zoho Pay is going to take on much bigger and local rivals which needs more than just the government push to work among users.

Zoho will be looking to make its Pay app work through Arattai

Zoho Pay will be the next made in India platform coming to take on other local rivals like Paytm and global giants such as Google Pay in the market. The UPI-based payment app is currently being tested internally and reports suggest Zoho could launch its new product in the next few weeks.

Zoho Pay is not likely to complicate the setup, but its integration with Arattai messaging app seems inevitable, especially with the company chief highlighting this aspect in their recent interviews. 

Zoho Pay Launching Soon: What To Expect? 

Zoho Pay will work within the Arattai app just like how UPI works through WhatsApp for users in India. You will be able to send/receive money, pay your bills, recharge your mobile number, and do all this without heading out of the app. The whole logic of a super app seems relevant with Zoho Pay and the company is looking to bring all its products under one umbrella. 

Zoho has talked about making Zoho Pay work across other UPI apps and we are eager to see if that happens. The likes of Paytm, Google Pay and PhonePe have set themselves a strong base in a segment where billions are being sent/received across the country. 

Not Easy To Fight 

Arattai has shown the power of apps like WhatsApp with their first-mover and loyalty quotient in the market. Zoho Pay will have the localised aspect in its favour but you could say the same for Paytm as well PhonePe. More importantly, unlike Arattai, which got a lot of government backing, Zoho Pay has more domestic competition and the pitch as a made in India app might not play out the right way for the company. 

In the meantime, Zoho’s Arattai app has been grilled over lack of end-to-end encryption for chats but available for video/voice calls. The company said it is planning to have E2E available for messages by November but the company’s chief has raised concerns about how the content on his platform will be viewed, especially when the legal demands are put forward. 

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