Pure App
Pure is a Switzerland-headquartered dating app for open-minded adults, operating a fully remote team across 34 countries and generating $100M in 2025 gross revenue via subscriptions and in-app purchases across iOS, Android, Huawei AppGallery, RuStore, and web.
- Company typePrivate
- Founded2013
- HeadquartersZug, Switzerland
- Headcount51–100
- GTM typeB2C
- OfferingSoftware
What Pure App does
Pure is a mobile dating platform operated by Online Classifieds AG, a Swiss-domiciled private company headquartered in Zug. Founded in 2013 and running a fully remote workforce spanning 34 countries, Pure positions itself as an alternative to swipe-based dating apps by serving adults seeking open-minded, privacy-first connections. The core product is a location-based feed where users post personal ads, browse nearby matches, and exchange ephemeral chats and photos that self-destruct after 24 hours. The platform supports explicit content through blurred-by-default photos, screenshot protection, and optional incognito browsing, with premium tiers including the women-only 'Pure Queen' subscription and visibility-boosting features like 'King of the Hill'.
The underlying technology stack combines a classical machine-learning recommendation engine — employing matrix factorisation and boosted decision-tree ensembles over user interaction data — with generative AI features (the 'Goddess' chatbot and AI Bio Generation), computer-vision-based photo verification, and third-party age-verification services via Veriff. Distribution runs through iOS App Store, Google Play, Huawei AppGallery, and RuStore, with localized versions in more than 10 languages. Safety investments include the 'Safety Signal' location-sharing feature, automated anomaly detection for fraud and CSAM, and a TBD Health integration offering at-home STI testing directly inside the app.
Pure monetizes primarily through monthly subscription tiers (including the women-exclusive 'Pure Queen') and in-app purchases for virtual goods such as gift icons and premium placements. The company reports $100M in annual gross revenue for 2025 with 46% year-over-year growth and 95% registration growth, while major incumbents (Match Group, Bumble, Hinge) contracted over the same period. With no material external funding on record since a 2014 seed, Pure appears to be funding its product expansion and international rollout from operating cash flow, supported by an adjacent content ecosystem (Pure City Guides) and vertical partnerships that extend the core dating product into adjacent safety and health services.
Pure App firmographics
Firmographics- Name
- Pure App
- Legal name
- Online Classifieds AG
- Website
- https://pure.app
- Company type
- Private
- Founded year
- 2013
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Pure is a Switzerland-headquartered dating app for open-minded adults, operating a fully remote team across 34 countries and generating $100M in 2025 gross revenue via subscriptions and in-app purchases across iOS, Android, Huawei AppGallery, RuStore, and web.
- Ownership category
- akta.pro rank
Pure App industry classification
Industry- Product category
- Online Dating Apps
- NAICS
- Software Publishers (5132)
- SIC
- Services-Prepackaged Software (7372)
- akta.pro primary industry
- Mobile App Stores & Marketplaces (BPAMADAA)
- akta.pro secondary industry
- Topic/Interest-Based Content Discovery Apps (MPACAKAB)
Keywords
Where Pure App is headquartered
LocationHeadquarters
- HQ city
- Zug
- HQ country
- Switzerland
- HQ region
- Europe
Offices2 records
Markets served
Pure App business model
Business model- GTM type
- B2C
- Offering type
- Software
- Cost components
- Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure
Revenue model
- Subscription Revenue: Pure operates primarily on a subscription model, offering premium tiers such as 'Pure Queen' for female users. Subscriptions are billed through Apple App Store, Google Play, Huawei AppGallery, and web. The company reported $100M in annual gross revenue in 2025 with 46% year-over-year revenue growth.
- In-App Purchases (Virtual Goods): Users can purchase virtual goods such as 'diamond sign' gifts (hearts, stars, cocktails) to stand out and get attention from matches. Additional premium features include 'King of the Hill' placement and instant chat access on Android/Web.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Monthly | Premium subscription with core app access |
| Subscription | Monthly | Pure Queen (Female Premium) |
Go-to-market motion2 records
Distribution channels5 records
Marketing channels4 records
Pure App product offering
Product offeringCore offering
Pure App is a mobile and web dating platform that lets adult users post personal ads, browse a location-based feed of nearby users, and arrange meetings through chats and photos that self-destruct after 24 hours. The product is built around anonymity (no social graph, no screenshots, blurred explicit images until requested) and an inclusive, open-minded community positioning across all orientations and relationship styles. Premium features, virtual gifts, and safety tools (photo verification, Safety Signal location sharing) are monetised through subscriptions and in-app purchases.
Product overview
Pure App is a dating platform built around privacy, ephemerality, and open-minded connections. The core Pure App platform enables users to post personal ads, browse a location-based feed, send disappearing messages, and share self-destructing photos/videos. The platform differentiates through ephemeral chats (24-hour expiration), screenshot protection, and anonymity features. Premium features include Pure Queen (women's premium subscription), King of the Hill (visibility boost), and Incognito Mode. Safety features include Safety Signal (location sharing), Photo Verification, and AI-powered fraud detection. The platform also offers AI features including the Goddess chatbot for conversation and AI Bio Generation for ad creation. Pure City Guides extends the brand into curated local content. Health integration through TBD Health provides STI testing access.
Differentiator
Problem solved
Functional benefit
Products and services
- Pure App Privacy-first dating platform delivered as native iOS, Android (Google Play, Huawei AppGallery, RuStore), and web apps. Enables adults to post personal ads, browse a location-based feed, send chats and photos that auto-destruct after 24 hours, and use safety features such as Photo Verification and Safety Signal. Monetised via premium subscriptions, in-app virtual gifts, and visibility boosts.
- Pure City Guides Curated city guide platform operated by Pure, providing blogger-contributed recommendations on date spots, restaurants, entertainment venues, and local experiences in major global cities, designed to drive engagement and traffic back to the Pure dating app.
Quantifiable outcome
- $100M in annual gross revenue with 46% revenue growth and 95% registration growth in 2025, significantly outperforming competitors Tinder, Bumble, and Hinge which contracted 14%, 11%, and 12% respectively during Q1-Q3 2025.
Companies that use Pure App
Customer profileNamed customers1 record
Segments3 records
Ideal customer profiles2 records
Pure App technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration7 records
AI capability10 records
Feature7 records
Pure App partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core.
- TBD HealthcorePure has partnered with TBD Health to offer exclusive access to at-home STI testing and judgment-free sexual healthcare directly through the Pure app. This partnership addresses dating safety by enabling users to know their status and date confidently. TBD Health was co-founded by two longtime friends who experienced judgment and stigma at doctor's offices, aligning with Pure's non-judgmental community values.
- VeriffcoreVeriff provides age verification services for Pure, using an automated step-by-step process that may include a liveness photo and government-issued identity document verification. Veriff is a third-party partner that processes verification data on its side, retaining session data for 90 days in active storage and up to 3 years in secure archive.
Scale indicators3 records
Recent moves6 records
Expansion highlights5 records
Pure App competitors and assessment
Company assessmentDirect peers
- Tinder (Match Group): World's largest dating app and the dominant swipe-based incumbent. Pure is actively gaining share from Tinder (down 14% Q1-Q3 2025) in the open-minded segment; both target adult daters via mobile-first subscription models with similar freemium mechanics.
- Bumble: Major dating app with women-message-first mechanic. Bumble contracted 11% in Q1-Q3 2025 per Pure's competitive claims; directly comparable mobile dating subscription business serving the same broad adult dating market.
- Hinge (Match Group): Relationship-focused dating app owned by Match Group. Hinge contracted 12% Q1-Q3 2025; competes with Pure in the adult dating subscription space, particularly for users seeking more intentional connections beyond casual encounters.
- Feeld: Open-minded and kink-positive dating app; the closest direct competitor to Pure with near-identical positioning around non-traditional relationships, anonymity, and exploration. Directly competes for the same open-minded adult user segment.
- Grindr: Leading LGBTQ+ dating app with privacy-first, location-based matching and a freemium subscription model. Comparable mobile dating platform with similar ephemeral/incognito premium features and a niche community focus.
- OkCupid (Match Group): Mainstream dating app owned by Match Group, focused on compatibility-based matching. Targets a similar adult dating user base via mobile app with freemium subscription model; competing for the same migration flow away from swipe fatigue.
- HER: Dating and community app for LGBTQ+ women and queer people. Comparable mobile-first subscription dating platform with strong community/inclusivity positioning, similar to Pure's open-minded identity.
- Happn: Location-based dating app that matches users who have crossed paths. Directly comparable location-based matching and mobile subscription model; competes in the same casual dating use cases Pure serves.
- Adult FriendFinder: Long-established casual/adult dating platform. The closest historical analogue to Pure's open-minded and casual encounter positioning; shares adult-oriented dating use cases though delivered primarily via web rather than mobile-first.
Broad incumbents
- Badoo (Bumble Inc.): One of the largest dating-focused social networks globally, owned by Bumble Inc. Operates a broader, more mainstream portfolio than Pure but shares the same freemium mobile dating subscription business model and global user base.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights8 records
Customer concentration
Pure App social profiles
Digital presencePure App compliance and trust
Trust signalCompliance6 records
Pure App financial estimates
Financial estimateRevenue estimate
Valuation estimate
Pure App leadership team
Management profileNumber of profiles
Profiles3 records
Pure App funding detail
Funding detailFunding overview
Funding rounds1 record
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Pure App M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Pure App
What does Pure App do?
Pure App is a mobile and web dating platform that lets adult users post personal ads, browse a location-based feed of nearby users, and arrange meetings through chats and photos that self-destruct after 24 hours. The product is built around anonymity (no social graph, no screenshots, blurred explicit images until requested) and an inclusive, open-minded community positioning across all orientations and relationship styles. Premium features, virtual gifts, and safety tools (photo verification, Safety Signal location sharing) are monetised through subscriptions and in-app purchases.
Is Pure App a public or private company?
Pure App is a private company. It is classified as unknown and is currently operating.
When was Pure App founded?
Pure App was founded in 2013. It employs 51 to 100 people.
Where is Pure App based?
Pure App is headquartered in Zug, Switzerland, in the Europe region.
How does Pure App make money?
Two revenue lines are on record. Subscription Revenue is the primary driver. The others are in-App Purchases (Virtual Goods).
Who are Pure App's main competitors?
Direct peers on record are Tinder (Match Group), Bumble, Hinge (Match Group), Feeld, Grindr, OkCupid (Match Group), HER, Happn and Adult FriendFinder. Badoo (Bumble Inc.) is listed as a broad incumbent.
Does Pure App have an API?
No public API is recorded for Pure App.
What industry is Pure App in?
Pure App's product category is Online Dating Apps. Its primary akta.pro industry code is BPAMADAA, Mobile App Stores & Marketplaces, with a secondary code of MPACAKAB, Topic/Interest-Based Content Discovery Apps. Its NAICS code is 5132 and its SIC code is 7372.