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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.
Such sites earn revenue from a mix of advertising and sale of additional options.
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.
However, Sam Yagan describes dating sites as ideal advertising platforms because of the wealth of demographic data made available by users.Under this metaphor, members of a given service can both "shop" for potential relationship partners and "sell" themselves in hopes of finding a successful match.