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Most free dating websites depend on advertising revenue, using tools such as Google Ad Sense and affiliate marketing.

Other sites target highly specific demographics based on features like shared interests, location, religion, or relationship type.

Online dating services also differ widely in their revenue streams.

Introduction sites differ from the traditional online dating model, and attracted a large number of users and significant investor interest.

In Eastern Europe, popular sites offer full access to messaging and profiles, but provide additional services for pay, such as prioritizing profile position, removing advertisements, and giving paying users access to a more advanced search engine.

Such sites earn revenue from a mix of advertising and sale of additional options.

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.Still others rely solely on paid membership subscriptions.Opinions and usage of online dating services also differ widely.At the end of November 2004, there were 844 lifestyle and dating sites, a 38% increase since the start of the year, according to Hitwise Inc.The stigma associated with online dating dropped over the years and people view online dating more positively.While some sites conduct background checks on members, many do not, resulting in some uncertainty around members' identities.

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