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.In Germany government financed NGOs like "Verbraucherschutzzentrale" sometimes help to sue online dating sites.

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Research about social networking reveals that the online dating services driven by subscriptions offer the least amount of social networking opportunities.

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.

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.

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.

Online dating sites use market metaphors to match people.

Match metaphors are conceptual frameworks that allow individuals to make sense of new concepts by drawing upon familiar experiences and frame-works.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 Apart from the popular social networks, there are social websites meant just for meeting and talking to someone new.3 popular and effective websites are: Plenty of Fish, Ok Cupid, and (where you can meet someone that has a similar taste in music as you).Some sites provide free registration, but may offer services which require a monthly fee.