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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.Such companies offer a wide variety of unmoderated matchmaking services, most of which are profile-based.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.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 services also encourage members to add photos or videos to their profile.

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.Online dating services also differ widely in their revenue streams.Some sites are completely free and depend on advertising for revenue.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.

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