Over 50% of research participants in a 2011 study did not view online dating as a dangerous activity, whereas 43% thought that online dating involved risk.

Because online dating takes place in virtual space, it is possible for profile information to be misrepresented or falsified.

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

Online dating (or Internet dating) is a system that enables strangers to find and introduce themselves to new personal connections over the Internet, usually with the goal of developing personal, romantic, or sexual relationships.

An online dating service is a company that provides specific mechanisms (generally websites or applications) for online dating through the use of Internet-connected personal computers or mobile devices.

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.

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.

Introduction sites differ from the traditional online dating model, and attracted a large number of users and significant investor interest.

In Eastern Europe, popular sites offer full access to messaging and profiles, but provide additional services for pay, such as prioritizing profile position, removing advertisements, and giving paying users access to a more advanced search engine.

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