Online dating services also differ widely in their revenue streams.Some sites are completely free and depend on advertising for revenue.
It is possible that the mode of online dating resonates with some participants' conceptual orientation towards the process of finding a romantic partner.
That is, online dating sites use the conceptual framework of a "marketplace metaphor" to help people find potential matches, with layouts and functionalities that make it easy to quickly browse and select profiles in a manner similar to how one might browse an online store.
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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.
Such companies offer a wide variety of unmoderated matchmaking services, most of which are profile-based.
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Members can constrain their interactions to the online space, or they can arrange a date to meet in person.
A great diversity of online dating services currently exists (see Comparison of online dating services).
Others utilize the freemium revenue model, offering free registration and use, with optional, paid, premium services.