Lures let you choose to catch a specific fish.
Each fishery and each fish has its lure, excluding boss fish.
Fisheries lures will let you catch any fish available on a fishery.
By choosing a specific fish lure, your chances of catching that fish will be higher by a percentage given in the lure description.
Each lure can be upgraded to a higher level. Upgrading lures can be done only after obtaining a required amount of lure points. You can get those from packs and from the in-game shop.
You can purchase up to 3 randomly picked lures in the shop. Depending on a fish rarity, each lure can be upgraded with coins a limited number of times. New lures at the shop will be picked every 24 hours.
Upgrading lures will grant you experience points. Gaining enough experience points will let you level up. Every few levels, you will open a new fishing spot.
Upgrading more rare lures will grant you more experience points.