Zoho has said it will withdraw the username-based messaging feature from its chat platform Arattai, a decision that comes amid heightened scrutiny of user identification practices in messaging services and parallels a broader industry debate triggered by recent developments around WhatsApp.
According to “Zoho’s Arattai to drop username feature amid WhatsApp controversy,” published by The Economic Times, the company is reassessing how users connect on its platform, opting to move away from usernames in favor of more tightly controlled identity mechanisms. The move signals a cautious approach at a time when messaging platforms are increasingly being examined for how they balance convenience, privacy, and the potential for misuse.
Arattai, Zoho’s instant messaging and collaboration tool, had introduced usernames as a way to allow users to connect without sharing phone numbers, positioning the feature as a privacy-friendly alternative. However, the same abstraction of identity has also been linked to risks such as impersonation, spam, and abuse, particularly when safeguards are insufficient or inconsistently enforced, as highlighted in discussions around cybercrime and online impersonation.
The timing of Zoho’s decision is notable. Messaging platforms globally are navigating scrutiny over features that enable communication without clear identity verification, especially as regulators and users push for stronger accountability. WhatsApp, one of the most widely used messaging services, has been at the center of recent debate about user discovery and identity models, prompting competitors and smaller platforms to reassess their own approaches, as seen in broader regulatory frameworks like the EU Digital Services Act.
Zoho has long marketed itself as a privacy-focused technology company, often emphasizing data privacy and minimal data collection in contrast to larger global rivals. The rollback of the username feature appears consistent with that positioning, suggesting that the company may be prioritizing controlled, verifiable connections over broader reach or ease of use.
Industry analysts note that the trade-off between anonymity and safety remains unresolved. Usernames can lower barriers to communication and protect personal information such as phone numbers, but they can also complicate moderation and trust, a concern echoed in studies by organizations like the Pew Research Center on online harassment. Removing such features may reduce certain risks, but it could also make platforms less flexible for users who prefer not to disclose personal identifiers.
The Arattai adjustment underscores a wider moment of recalibration in the messaging ecosystem, where product decisions are increasingly shaped not only by user demand but also by regulatory pressures and public concern about online harms. As platforms refine their identity models, companies will likely continue testing ways to preserve privacy without compromising accountability.
Zoho has not indicated whether it will introduce an alternative mechanism to replace usernames, but the shift suggests that even smaller players are moving cautiously in a landscape where feature design can quickly become a point of contention.
