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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.
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.
Others utilize the freemium revenue model, offering free registration and use, with optional, paid, premium services.
While some sites conduct background checks on members, many do not, resulting in some uncertainty around members' identities.
For instance, some profiles may not represent real humans but rather "bait profiles" placed online by site owners to attract new paying members, or "spam profiles" created by advertisers to market services and products.
Most services also encourage members to add photos or videos to their profile.
Once a profile has been created, members can view the profiles of other members of the service, using the visible profile information to decide whether or not to initiate contact.
A great diversity of online dating services currently exists.