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Some sites such as Ok Cupid.com, and are free and offer additional paid services in a freemium revenue model.
Online dating sites use market metaphors to match people.
Match metaphors are conceptual frameworks that allow individuals to make sense of new concepts by drawing upon familiar experiences and frame-works.
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.
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Research about social networking reveals that the online dating services driven by subscriptions offer the least amount of social networking opportunities.
The dating services modeled on the free-at-the-point-of-use model scored much higher as many of them utilized the Circle of Friends social networking method and a wider number of online community genres.
Since 2003, several free dating sites, operating on ad based-revenue rather than monthly subscriptions, have appeared and become increasingly popular.