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 costs 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% of the product cost as annual license renewal fees. Still, if you have any questions, please drop us an email at firstname.lastname@example.org and we'll get back to you asap.