Pure Says Its Revenue Run Rate Has Reached $220 Million
The casual dating app says it has more than doubled since announcing $100 million in annual revenue in January, and forecasts doubling again next year.
Pure, the 12-year-old app for casual and sex-positive dating, says its revenue run rate has reached $220 million, Fast Company reported on November 5. The company forecasts doubling that next year. In January, Pure announced it had passed $100 million in annual revenue. The figures are company-provided and not audited.
The U.S. is Pure's largest market, and U.S. revenue more than doubled over the past year, according to the company. Men and nonbinary users pay $13.99 a week or $99.99 a year to start chats and boost visibility, while a women's tier called Pure Queens starts at $4.99 a week. Pure told Fast Company its users are about 60% men and 40% women. Chats, photos and videos disappear after 24 hours.
"People are getting a bit tired of all the traditional swipe-based dating apps and they're looking for something different," CEO Luka Dremelj said. Pure does not require users to upload ID. "The app is built around privacy," chief product officer Sergej Vujanović said. Fast Company also noted a lawsuit filed in Harris County, Texas, that alleges an adult man posed as a 16-year-old and met a 13-year-old on Pure.
Why it matters: While the largest swipe apps shrink or stall, an app built around one clear intent is more than doubling, and it is charging men by the week. For founders, the lesson is that a narrow, honest promise can outsell a broad one. The trade-off is safety: privacy without ID checks sits uneasily with Apple's new 18+ rating for dating apps and with pending litigation, and fast growth on that model brings more scrutiny.
Sources: Fast Company: How Pure became a Gen Z hit, November 5, 2026 · Pure: $100M revenue announcement (Business Wire), January 30, 2026
Key takeaways
- 01Pure says its revenue run rate has reached $220 million and forecasts doubling next year.
- 02Pure announced $100 million in annual revenue in January; U.S. revenue more than doubled in a year.
- 03Men and nonbinary users pay $13.99 a week or $99.99 a year; Pure says users are about 60% men.
- 04Pure does not require ID uploads; a Texas lawsuit alleges an adult posed as a minor on the app.
Reviewed by an operator. Last updated November 11, 2026. High Intent is led by founder and CEO Bill Alena, backed by a team of industry experts with over 100 years of online dating experience between them.
Sources
High Intent operates consumer dating brands that compete with Pure.
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