Some sites such as Ok Cupid.com, and are free and offer additional paid services in a freemium revenue model.

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A German documentary analyzed the market and uncovered multiple problems of online dating sites.

Amongst them are "romance-scamming" (persons registering on the sites to get money from people falling in virtual love with them), using controllers or animators registered with multiple fake accounts, using unexpected and sometimes unlawful conditions in the terms and conditions leading to longer contracts a client intended to sign.

Since 2003, several free dating sites, operating on ad based-revenue rather than monthly subscriptions, have appeared and become increasingly popular.

Several newer sites such as Ok are beginning to offer more full featured dating services for free, and are starting to compete with staples in the free dating site world such as

Most sites allow members to upload photos or videos of themselves and browse the photos and videos of others.

Sites may offer additional services, such as webcasts, online chat, telephone chat (VOIP), and message boards.

As online dating's population becomes larger, sites with specific demographics are becoming more popular as a way to narrow the pool of potential matches.

The 20 most popular dating sites in 2006 as ranked by Hitwise include j (for Jewish singles), Christian Mingle.com, Christian Cafe.com, Man (same sex introductions), Love From India.ini, Black Christian People Meet.com, (for Latino singles), Asian People Meet.com, and (for Indian singles).

More recently, the impact of social networking on online dating has been featured on the Questia online research website peer reviewed article ""I Luv U : )!