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Other sites target highly specific demographics based on features like shared interests, location, religion, or relationship type.Because online dating takes place in virtual space, it is possible for profile information to be misrepresented or falsified.While some sites conduct background checks on members, many do not, resulting in some uncertainty around members' identities.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.Most free dating websites depend on advertising revenue, using tools such as Google Ad Sense and affiliate marketing.
In 2008, a variation of the online dating model emerged in the form of introduction sites, where members have to search and contact other members, who introduce them to other members whom they deem compatible.