However, Sam Yagan describes dating sites as ideal advertising platforms because of the wealth of demographic data made available by users.

There are mixed opinions regarding the safety of online dating.

2016 100 online dating singles personal sites worldwide video

Introduction sites differ from the traditional online dating model, and attracted a large number of users and significant investor interest.

In Eastern Europe, popular sites offer full access to messaging and profiles, but provide additional services for pay, such as prioritizing profile position, removing advertisements, and giving paying users access to a more advanced search engine.

Still others rely solely on paid membership subscriptions.

Opinions and usage of online dating services also differ widely.

Some sites are completely free and depend on advertising for revenue.

Others utilize the freemium revenue model, offering free registration and use, with optional, paid, premium services.While some sites conduct background checks on members, many do not, resulting in some uncertainty around members' identities.For instance, some profiles may not represent real humans but rather they may be fake "bait profiles" placed online by site owners to attract new paying members, or "spam profiles" created by advertisers to market services and products.Most services also encourage members to add photos or videos to their profile.Once a profile has been created, members can view the profiles of other members of the service, using the visible profile information to decide whether or not to initiate contact.Other sites target highly specific demographics based on features like shared interests, location, religion, sexual orientation or relationship type.