Ullu operates on a subscription-based model, offering various plans to suit different budgets [17†L26-L27]. Pricing options have included plans for as low as and an annual subscription for ₹459 [17†L28-L29]. The platform saw significant growth, especially during the COVID-19 lockdown, with reports of a 220% increase in growth during the initial months [18†L17-L20]. It amassed over 42 million active users and more than 109 million app downloads since its launch [19†L8-L9]. Financially, Ullu Digital's revenue from operations was reported at ₹99.67 crore in FY24, a 7% increase from the previous fiscal [19†L40-L42].