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Online dating services also differ widely in their revenue streams.
Some sites are completely free and depend on advertising for revenue.
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.
Opinions and usage of online dating services also differ widely.
Introduction sites differ from the traditional online dating model, and attracted a large number of users and significant investor interest.
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.
Most free dating websites depend on advertising revenue, using tools such as Google Ad Sense and affiliate marketing.
There are mixed opinions regarding the safety of online dating.
Over 50% of research participants in a 2011 study did not view online dating as a dangerous activity, whereas 43% thought that online dating involved risk.