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Such companies offer a wide variety of unmoderated matchmaking services, most of which are profile-based.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 free dating websites depend on advertising revenue, using tools such as Google Ad Sense and affiliate marketing.

Online dating (or Internet dating) is a system that enables people to find and introduce themselves to new personal connections over the Internet, usually with the goal of developing personal, romantic, or sexual relationships.An online dating service is a company that provides specific mechanisms (generally websites or applications) for online dating through the use of Internet-connected personal computers or mobile devices.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.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.

Still others rely solely on paid membership subscriptions.

Opinions and usage of online dating services also differ widely.

A great diversity of online dating services currently exists.

Some have a broad membership base of diverse users looking for many different types of relationships.

Niche sites cater to people with special interests, such as sports fans, racing and automotive fans, medical or other professionals, people with political or religious preferences (e.g., Hindu, Jewish, Christian, Muslim, etc.), people with medical conditions (e.g., HIV , obese), or those living in rural farm communities.