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In 2008, a variation of the online dating model emerged in the form of introduction sites, where members have to search and contact other members, who introduce them to other members whom they deem compatible.Introduction sites differ from the traditional online dating model, and attracted a large number of users and significant investor interest.Opinions and usage of online dating services also differ widely.

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

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 ļ¬nding 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.