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Especially popular in Eastern Europe, some sites offer full access to messaging and profiles, but provide additional services for pay, such as bumping profiles up to the top of the list, removing advertisements, making paying users' profiles appear several times in different places in the search results, and giving paying users a more advanced search engine to work with (in one example, free users may only search for persons of specified age, gender, orientation, and city, while subscribers may search for any and all parameters listed in profiles, such as height, weight, interests, etc.).Also, this model generally allows users to switch between free and paying status at will and without having to do anything, simply providing advanced features for a set period of time whenever the according payment is received.
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.
Some sites are broad-based, with members coming from a variety of backgrounds looking for different types of relationships.
Other sites are more specific, based on the type of members, interests, location, or relationship desired.
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).
Since 2003, several free dating sites, operating on ad based-revenue rather than monthly subscriptions, have appeared and become increasingly popular.
The dating services modeled on the free-at-the-point-of-use model scored much higher as many of them utilized the Circle of Friends social networking method and a wider number of online community genres.
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.Ease of payment is also generally higher, with such sites accepting a variety of online currencies, letting users charge the payment to their cellular phones, etc.Such sites earn revenue from a mix of advertising and sale of additional options.Other sites depend on advertising for their revenue.Some sites such as Ok Cupid.com, and are free and offer additional paid services in a freemium revenue model.Online dating services usually provide unmoderated matchmaking over the Internet, through the use of personal computers or cell phones.