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Other sites target highly specific demographics based on features like shared interests, location, religion, or relationship type.
Online dating services also differ widely in their revenue streams.
That is, online dating sites use the conceptual framework of a "marketplace metaphor" to help people find potential matches, with layouts and functionalities that make it easy to quickly browse and select profiles in a manner similar to how one might browse an online store.
Under this metaphor, members of a given service can both "shop" for potential relationship partners and "sell" themselves in hopes of finding a successful match.
Such sites earn revenue from a mix of advertising and sale of additional options.
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.
Since advertising revenues are modest compared to membership fees, this model requires a large number of page views to achieve profitability.
Profiles created by real humans also have the potential to be problematic.
For example, online dating sites may expose more female members in particular to stalking, fraud, and sexual violence by online predators.
Such companies offer a wide variety of unmoderated matchmaking services, most of which are profile-based.
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.