Wait until it finishes cycling, do a WC after its done and see what the readings are then. What type of salt are you using? Or are you getting premixed SW?
I'd cut the purple up personally, never once heard of it actually doing what it claims. If you keep the tank perfect the coraline will grow naturally. A good two part dosing system that balances Calcium and Alk does the trick, instead of one that just does calcium like PurpleUp.
Coraline algae bleaches white when exposed to air for a certain amount of time. And it can also come in many many colors. White, purple, red, yellow, etc. This rock was almost white when i got it, a little bit of color here and there. Over time it will turn into what it looks like here/now.
