If you have live rock that is covered with coralline - and you notice a portion of the pink or purple that is turning white - chances are the coralline algae is dying off - and what you are seeing, for a lack of a better word, is it's calcium carbonate under skeleton.
Encrusting calcareous algea such as coralline, do indeed have a calcium carbonate layer of which it's living tissue ( the visible colored portion that we normally see ) grows on top of.
Hence the need for calcium - WOW - go figure
If this is actually new coralline growth, as fshub stated, it may also appear as a whitish color, but normally will be in the form of a ring, with some pinkish/purple coloring on the inner of this ring. Sort of white on the edges as it starts spreading.
I've seen purples, deep reds, common pinks, a spot of orange on some nice rock I had - but the orange faded and died fast. A little green on some other rock - but once again - it didn't really take off and grow much either and faded a month or so later