Wet process phosphoric acid is used in many fields after purification from its impurities. For this purpose, the aim of the present study is the production of the purified WPPA using economic adsorbent that is prepared by impregnation of activated bentonite with Alizarin to improve the adsorption capacity for the metallic impurities (Pb²⁺, Ni²⁺, and Zn²⁺) in wet process phosphoric acid. This adsorbent is characterized by XRD, SEM-EDX, and FT-IR techniques. The adsorption process is studied as a function of influencing parameters such as H₃PO₄ concentration, pH, different metallic impurities concentration, AIAB dose, contact time and temperature. The optimum adsorption parameters are applied on the WPPA to gain the purified WPPA. The adsorption-desorption procedures are repeated the number of times up to desorption efficiencies are reduced from 98% to 82% for the studied adsorbent after five consecutive cycles, which indicated that the good adsorption stability of the AIAB adsorbent for Pb²⁺, Ni²⁺, and Zn²⁺ ions.