Every theme sold here is licensed under the GNU General Public License, version 2 or later. WordPress itself is GPL, and themes built on it inherit that.
People are often surprised by how permissive this is, so here it is plainly.
What you can do
- Use the theme on as many sites as you like — yours, your clients’, commercial or not. There is no site limit and no activation key.
- Modify it however you want.
- Build client sites with it and charge whatever you charge.
- Redistribute it, including modified versions, under the same GPL licence.
What you cannot do
- Remove or change the licence — derivative works stay GPL.
- Claim we endorse, support or are responsible for something you built or modified.
- Resell it as though it were still our supported product, or pass off our support as included.
Then what am I paying for?
A fair question, and worth answering honestly. You are not buying permission to use the code — the GPL already grants that. You are paying for the work: the design, the build, the documentation, access to updates through your account, and someone who answers when you write. That is what your money supports, and it is what keeps the themes being made.
The parts that are not GPL
GPL covers the theme code. Some bundled assets carry their own licence, which is normal and does not restrict how you use the theme:
Fonts
Fonts are bundled locally so your site makes no external requests. Each carries its own licence — usually the SIL Open Font License — and the licence file ships alongside it in assets/fonts/. You may use them on your sites; you may not sell the font files as fonts.
Placeholder images
The photographs used in patterns and demos are there to show the layout. They are licensed for use as part of the theme. Replace them with your own before going live — a site running on placeholder imagery looks like a site running on placeholder imagery.
The photographs come from Unsplash and are used under the Unsplash License, which permits free commercial use without attribution. Each theme ships an IMAGE-CREDITS.md file recording this. They have been resized and re-encoded for web delivery.
Warranty
As the GPL puts it, the software comes with no warranty. In practice we stand behind our work: if something is broken we fix it, and if we cannot, see the refund policy. Your statutory consumer rights are unaffected.