Online dating or Internet dating is a personal introductory system where individuals can find and contact each other over the Internet to arrange a date, usually with the objective of developing a personal, romantic, or sexual relationship.

Online dating services usually provide unmoderated matchmaking over the Internet, through the use of personal computers or cell phones.

Apart from the popular social networks, there are social websites meant just for meeting and talking to someone new.

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In Germany government financed NGOs like "Verbraucherschutzzentrale" sometimes help to sue online dating sites.

This problem is referred to as "catfishing" in pop-culture and has been made famous by a popular MTV program called "Catfish the TV show".

Due to the level of competition between free dating sites, as well as the overall drop in traffic to and revenue for dating sites generally, This represents a break from traditional externally sourced ads and is just one of the ways that the revenue models of free dating sites are evolving.

Especially popular in Eastern Europe, some sites offer full access to messaging and profiles, but provide additional services for pay, such as bumping profiles up to the top of the list, removing advertisements, making paying users' profiles appear several times in different places in the search results, and giving paying users a more advanced search engine to work with (in one example, free users may only search for persons of specified age, gender, orientation, and city, while subscribers may search for any and all parameters listed in profiles, such as height, weight, interests, etc.).

This metaphor of the marketplace – a place where people go to "shop" for potential romantic partners and to "sell" themselves in hopes of creating a successful romantic relationship – is highlighted by the layout and functionality of online dating websites.

The marketplace metaphor may also resonate with participants' conceptual orientation towards the process of finding a romantic partner.More recently, the impact of social networking on online dating has been featured on the Questia online research website peer reviewed article ""I Luv U : )!": A Descriptive Study of the Media Use of Individuals in Romantic Relationships" The most popular platforms are Twitter, Snapchat, Linked In and Instagram.Some sites provide free registration, but may offer services which require a monthly fee.Other sites depend on advertising for their revenue.A German documentary analyzed the market and uncovered multiple problems of online dating sites.