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Once they are ready to begin interacting with someone, the website charges depending on the level of access the user wants.
This is a fairly common practice across the industry.
In July 2013, BBC published new investigation, claiming that problem of fake profiles still existed, and the company used real persons' data without their knowledge.
Such kind of semi-legal activities is a subject to legal prosecution in some countries.
In addition to this, Cupid also partners with other companies in order to provide a branded, specifically targeted online dating experience.
Cupid plc disposed of its casual dating sites in July 2013.
It sold the remaining mainstream dating sites to NSI Holdings Ltd.
The business model varies slightly depending on the website.
In most cases, users can join for free – this gives them access to the website and allows them to browse the profiles of other users.The company quickly grew its user base – by 2007 they had their first million paying users, and a few years after that they hit an impressive 13 million paying users across all networks.By early March 2010, the user base was growing at a rate of 300,000 per month, and new products were succeeding in increasing these numbers and expanding the user base.On 24 July 2012, Cupid plc announced that it had acquired the French dating site Assistance Genie Logiciel (AGL) for the sum of €3.7 million.