Perplexity’s India experiment exploded — 56 million downloads in a flash after teaming up with Airtel to give away premium AI search for free. Monthly active users doubled, hitting 22 million peak — but when the free tier ended in January, downloads plummeted 90%. Yet usage stayed strong, and in-app revenue ticked up slightly, hinting at potential conversion — though it’s unclear if new or former users are paying. As rivals like OpenAI and Google follow suit, Perplexity’s real test is whether this free-for-now strategy can turn casual users into loyal subscribers — especially as millions hit their free trial expiration.
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