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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.
Since advertising revenues are modest compared to membership fees, this model requires a large number of page views to achieve profitability.
However, Sam Yagan describes dating sites as ideal advertising platforms because of the wealth of demographic data made available by users.
Most services offer digital messaging, while others provide additional services such as webcasts, online chat, telephone chat (VOIP), and message boards.
It is possible that the mode of online dating resonates with some participants' conceptual orientation towards the process of finding a romantic partner.