You are allowed to use the product, which you purchased from us, lifetime. But in order to get product updates and support, you will have to renew the license every year which cost just 50% of the product cost. Updates are frequently coming from WordPress.org so we need to have a dedicated team to keep our products up-to-date with the latest WordPress updates. Also, we keep on adding valuable features and bug fixes to our products for better user experience. To manage all this maintenance cost, we need a small contribution from our buyers as renewal fees. Hence we ask for just 50% amount of the product cost as annual license renewal fees. Still, if you've any questions, please drop us an email at support@electrathemes.com and will get back to you asap.