What exactly is a PURL? Technically a PURL is an acronym for personalized uniform resource locator. So what is that? It's a web page that has been personalized for the recipient. The web site can use any information you have about the customer to add customizations. For example you could have the colors/design of the card change based on the gender of the customer. Or you could have a special offer that changes based on the customers age, the options are endless.