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

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.

Such companies offer a wide variety of unmoderated matchmaking services, most of which are profile-based.

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

Further, the 2016 Pew Research Center's survey reveals that the usage of online dating sites by American adults increased from 9% in 2013, to 12% in 2015.

Further, during this period, the usage among 18- to 24-year-olds tripled, while that among 55- to 65-year-olds doubled.

Profiles created by real humans also have the potential to be problematic.