Ullu offers various subscription plans, including:

Despite the controversies, Ullu is a profitable enterprise. Its subscription model (as low as ₹336/$4 per quarter) and ad-supported tier provide a steady revenue stream. It has even spawned its own sub-industry, with production houses in Mumbai and Bhopal dedicated to churning out "Ullu-like" content for rival platforms like Moye Moye and Kooku .

Shows like Charmsukh , Palang Tod , and Riti Riwaj are its most popular titles, often featuring recurring "Ullu stars" such as Shyna Khatri and Jinnie Jaaz.