On November 5, 2026, Fast Company reported that Pure, a 12-year-old anonymous, sex-positive dating app, has reached an annualised revenue run rate of $220 million. That is more than double the $100 million in annual revenue the company reported in February. Pure told the magazine its revenue in the US, its largest market, has more than doubled over the past year, and it forecasts that the run rate will double again in 2027. Global Dating Insights confirmed the figures on November 6. All of them are company-reported. Pure is private and doesn't publish audited accounts.

Why It Matters

**Engagement is moving toward explicitness.** This week's earnings from the public dating companies showed Match's payers still falling despite a turn in Tinder's engagement ([our coverage](/stories/match-group-q3-2026-tinder-dau)), Bumble shrinking toward a take-private ([our coverage](/stories/bumble-ithaca-take-private)), and Grindr growing through premium tiers and health services ([our coverage](/stories/grindr-edge-tier-gayborhood-strategy)). Pure's claimed growth, along with Feeld's record results ([our coverage](/stories/feeld-record-dividend-revenue-jump)), suggests the growing part of the market is apps that are open about sex and kink and charge for it directly. For investors, that makes open-minded dating a real segment. The regulatory risk is real, though. Ofcom is already questioning Sniffies over UK age checks ([our coverage](/stories/sniffies-ofcom-age-check-scrutiny)), Apple's new **18+ rating for dating apps** takes effect November 16 ([our coverage](/stories/apple-dating-companion-apps-18-plus)), and several US states now require age assurance for platforms that host sexual content. An app that is anonymous by design and allows explicit media exchange is exactly what those rules target. Pure's next challenge is adding age assurance without losing the anonymity its users pay for.

How it makes money. Pure is free to download. Men and nonbinary users pay to start chats and boost visibility, at $13.99 a week or $99.99 a year. Women get most features free, and an optional "Pure Queens" tier starts at $4.99 a week. Pure says its users are split 60/40 men to women and are mostly Gen Z and millennials. For comparison, Fast Company puts Tinder's ratio at roughly 75/25. That balance matters, because the gender ratio is the main constraint on growth for paid dating apps.

How it's different. Pure has no swiping. Users scroll a feed of "personal ads" sorted by stated interests, from massage and one-night stands to kinks and dominant/submissive dynamics. A lot of the activity happens on the app itself: chat, video calls, and explicit photos and videos that disappear after viewing. CEO Luka Dremelj told Fast Company that people are "getting a bit tired of all the traditional swipe-based dating apps." Global Dating Insights reports that a recent redesign added disappearing messages, screenshot restrictions and optional profile verification. Pure also tested AI-generated profile photos and bios and dropped them because they did little to improve interactions.

The catch is anonymity. Pure doesn't verify users' identities by default, and Fast Company says the app's users are anonymous even to Pure itself. That is the app's main selling point and also its biggest risk. Both outlets note a lawsuit filed in Texas in October that involves allegations of sexual assault against a minor and questions Pure's anonymity model.

Sources

Update — 2026-11-08

Initial entry — story first created.