# allure vs assure

> English confusable word pair

## The two words

### allure
*noun · IPA /əˈlʊɚ/ · frequency rank #23,742*
The power to attract, entice; the quality causing attraction.

### assure
*verb · IPA /əˈʃɔː(ɹ)/ · frequency rank #6,438*
To make sure and secure; ensure.

## Source
Compiled from Wiktionary via kaikki.org (CC BY-SA). Data vintage: 2026-05-06.
Canonical page: https://plainspell.com/en/vs/allure-vs-assure