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Because online dating takes place in virtual space, it is possible for profile information to be misrepresented or falsified.While some sites conduct background checks on members, many do not, resulting in some uncertainty around members' identities.This model also allows users to switch between free and paying status at will, with sites accepting a variety of online currencies and payment options.Most free dating websites depend on advertising revenue, using tools such as Google Ad Sense and affiliate marketing.Others utilize the freemium revenue model, offering free registration and use, with optional, paid, premium services.
Such sites earn revenue from a mix of advertising and sale of additional options.
Online dating services allow users to become "members" by creating a profile and uploading personal information including (but not limited to) age, gender, sexual orientation, location, and appearance.
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.
Most services offer digital messaging, while others provide additional services such as webcasts, online chat, telephone chat (VOIP), and message boards.
For instance, some profiles may not represent real humans but rather "bait profiles" placed online by site owners to attract new paying members, or "spam profiles" created by advertisers to market services and products.