Help & Support

Choose a photo or video, then tap or click Clean. When it’s ready, save the clean copy or share it.

Pure removes hidden AI tags inside the file, such as AI labels, its edit history (also called Content Credentials), and location, date and device details.

No. Pure only removes hidden data. What you see and hear stays the same.

Yes. Pure cleans MP4, MOV and M4V videos. It removes AI labels, the edit history, and details like where, when and with which device a video was filmed. The picture and sound stay exactly the same and never leave your device: only the video’s structure is sent to Pure. Pure doesn’t remove watermarks inside the picture or sound, or visible logos. Each video uses one clean, like a photo.

Photos in PNG, JPG, WebP, HEIC, AVIF, TIFF, GIF or BMP, each under 16 MB, and videos in MP4, MOV or M4V. You can clean up to 20 at a time.

No. Pure doesn’t change what you can see in the picture. Visible logos, text and marks stay as they are.

No. Pure removes the tags hidden inside the file, not watermarks hidden in the picture or sound. So a photo or video may still be recognised as made with AI.

On iPhone, iPad and Mac, they’re kept in the Pure app on your device. On the web, they’re kept in your browser, and clearing your browser data removes them. Very large videos are kept only until you close the page, so download them right away. Photos and videos don’t sync between devices, so save or download the ones you want to keep.

Yes. Your photo, or only the structure of your video, is sent over an encrypted connection and cleaned automatically with no one looking at it, and our copy is deleted within a day. We never use your photos or videos to train AI.

You can clean 2 photos or videos a month for free. Each video counts as one clean, like a photo. Your free cleans come back on the 1st of each month.

Pure Pro lets you clean up to 1,000 photos and videos a month. On iPhone, you can also clean straight from the Share button and from Photos. On iPhone and Mac, you can replace your originals in one tap.

Yes. Sign in with the same Apple or Google account, and your plan works on iPhone, iPad, Mac and the web.

If you bought it on iPhone, iPad or Mac, cancel in Apple’s subscription settings. If you bought it on the web, go to Settings > Your plan on the Pure website. You keep Pro until the end of the period you paid for.

With your Apple or Google account. There’s no password to create or remember.

Open Settings in Pure and choose Delete account. This removes your account and the photos and videos saved in Pure on that device, while the ones you saved to Photos or downloaded stay. A plan bought on the web is cancelled with it; an App Store plan must be cancelled in Apple’s subscription settings.