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Some sites provide free registration, but may offer services which require a monthly fee.

Other sites depend on advertising for their revenue.

The highest scoring dating service was Facebook, which uses the personal homepage genre, the message board genre, the weblog and directory genre, as well as utilizing the Circle of Friends.

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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 : )!

": A Descriptive Study of the Media Use of Individuals in Romantic Relationships" The most popular platforms are Twitter, Snapchat, Linked In and Instagram.

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

This metaphor of the marketplace – a place where people go to "shop" for potential romantic partners and to "sell" themselves in hopes of creating a successful romantic relationship – is highlighted by the layout and functionality of online dating websites.

The marketplace metaphor may also resonate with participants' conceptual orientation towards the process of finding a romantic partner.

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

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