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Some sites are completely free and depend on advertising for revenue.

Others utilize the freemium revenue model, offering free registration and use, with optional, paid, premium services.

Niche sites cater to people with special interests, such as sports fans, racing and automotive fans, medical or other professionals, people with political or religious preferences (e.g., Hindu, Jewish, Christian, Muslim, etc.), people with medical conditions (e.g., HIV , obese), or those living in rural farm communities.

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.

A great diversity of online dating services currently exists.

Some have a broad membership base of diverse users looking for many different types of relationships.

Most free dating websites depend on advertising revenue, using tools such as Google Ad Sense and affiliate marketing.

Once a profile has been created, members can view the profiles of other members of the service, using the visible profile information to decide whether or not to initiate contact.

Most services offer digital messaging, while others provide additional services such as webcasts, online chat, telephone chat (VOIP), and message boards.

Members can constrain their interactions to the online space, or they can arrange a date to meet in person.

A 2005 study of data collected by the Pew Internet & American Life Project found that individuals are more likely to use an online dating service if they use the Internet for a greater number of tasks, and less likely to use such a service if they are trusting of others.

It is possible that the mode of online dating resonates with some participants' conceptual orientation towards the process of finding a romantic partner.

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