ImLive performers are called "hosts" and are mostly amateur webcam models who earn money for their performances on the site.  Customers of the site can purchase virtual credits called ImLive credits, which are used to pay for all services provided through the website. They can also be used to tip hosts or watch private shows. Hosts charge a varying amount of credits for video chat, ranging from approximately 1 to 6 ImLive credits per minute. Credits are sold in multiples of 50. 
Customers can use text based live chat to talk to each other or in each host's channel. The hosts use a webcam and microphone to broadcast live video and audio to their channel. Both members and hosts can send private messages and mail to each other.
Hosts earn 30% of what customers pay including tips.
 For example, if a customer pays $20 for a vchat session or tip, Imlive earns $14 and the host earns $6.
Also, hosts are required to perform hours of "free live chat" in which they are not paid.
 Hosts meet potential customers there but do not receive any payment unless the customer goes to a paid video chat session.
ImLive was launched in 2002, and surpassed the 10-million-member mark in October 2007.
 In December 2008, ImLive's member count surpassed 15 million.
ImLive was an AVN Award Winner in both 2011  and 2012,  winning the "Best Live Chat Website" award both years.  ImLive also won the "Best Adult Webcam Company" category at both the 2011  and 2012 YNOT Awards.  Furthermore, ImLive's affiliate program was named the "Live Cam Affiliate Program of the Year" at the 10th Annual XBIZ Awards in 2012.