Zoho will remove username based accounts from its messaging platform Arattai after the Indian government halted WhatsApp's planned rollout of a similar feature, according to company co-founder Shridhar Vembu. The move highlights how regulatory decisions around digital identity can influence product development across messaging platforms that increasingly support business communication and customer engagement.
In a post on social media, Vembu said Arattai would discontinue its username feature in response to the government's decision, adding that the company would align its platform with the evolving regulatory position. The announcement comes shortly after reports that WhatsApp had paused the introduction of username based identities in India following directions from the Ministry of Electronics and Information Technology.
WhatsApp had been testing usernames as an alternative way for users to connect without sharing mobile phone numbers. The feature was expected to offer an additional layer of privacy by allowing users to communicate using unique identifiers rather than personal contact details. However, the rollout was reportedly put on hold after government authorities raised concerns related to identity verification, traceability and potential misuse.
Vembu indicated that Zoho would adopt a similar approach for Arattai, stating that the platform would disable username based accounts rather than continue offering a feature that may not align with the regulatory framework. He added that compliance with government requirements would take priority over maintaining the capability.
Arattai is Zoho's business messaging platform, designed to support enterprise collaboration and workplace communication. Although considerably smaller than WhatsApp in terms of user base, the platform has been positioned as part of Zoho's broader suite of enterprise software products used by organisations across customer engagement, productivity and business operations.
The development underscores the growing importance of digital identity in messaging platforms as businesses increasingly rely on conversational applications for customer support, internal collaboration and commercial interactions. Usernames have become a common feature across several global messaging and social platforms, enabling users to establish digital identities that are separate from phone numbers or email addresses.
Industry observers note that the debate extends beyond consumer messaging. Identity verification plays an increasingly significant role in enterprise communication, customer authentication and fraud prevention. Businesses using messaging platforms for customer engagement often balance ease of communication with regulatory requirements related to security, privacy and accountability.
For marketers, messaging applications have evolved into important customer engagement channels supporting conversational commerce, personalised communication and service delivery. Changes to identity management features may influence how businesses interact with customers while maintaining trust and regulatory compliance.
India has become one of the world's largest digital communication markets, making policy decisions affecting messaging platforms closely watched by technology companies. Regulatory frameworks surrounding privacy, identity verification and platform accountability continue to evolve as governments respond to rapid advances in digital communication technologies.
Technology companies operating in India have increasingly adjusted product roadmaps to reflect local compliance requirements. Features related to encryption, identity, user verification and platform governance are often evaluated within the context of domestic regulations before wider deployment.
While neither WhatsApp nor government authorities have announced a revised timeline for the username feature, the decision has prompted other platforms to reassess similar capabilities. Zoho's response demonstrates how changes affecting one major platform can influence broader technology ecosystems, particularly where compliance expectations remain uncertain.
The episode also reflects the increasing intersection between technology innovation and regulatory oversight. As messaging platforms continue expanding their role in business communication, customer engagement and digital commerce, product features related to identity and privacy are likely to face greater scrutiny.
For enterprises and marketers, the latest development reinforces the importance of monitoring regulatory changes alongside technology adoption. As digital communication platforms continue evolving, compliance, trust and secure identity management are expected to remain central considerations for businesses building customer relationships through messaging channels.