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A great diversity of online dating services currently exists (see Comparison of online dating services).Some have a broad membership base of diverse users looking for many different types of relationships.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.

It is possible that the mode of online dating resonates with some participants' conceptual orientation towards the process of finding a romantic partner.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.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.

While some sites conduct background checks on members, many do not, resulting in some uncertainty around members' identities.