This study extends the social license to operate (SLO) concept to the context of purified recycled water (PRW). We developed a novel indicator of SLO to operate a PRW scheme and tested it in Queensland, Australia, drawing on representative samples from surveys conducted in 2017 (N = 1390), 2018 (N = 1400), and 2019 (N = 1401). Based on the pyramid model of SLO we categorised participants into rejectors, marginal acceptors, approvers, and endorsers of PRW. Findings revealed that 60% of participants were approvers or endorsers of PRW in 2019, making it likely they would extend SLO. Rates of approval and endorsement increased over time; rates of rejection and marginal acceptance decreased. Group profiling revealed that water literacy, trust in water management, concern about future water security, valuing water conservation, and conservation intentions during drought consistently distinguished between SLO groups. Interpretations and implications for PRW managers are discussed.