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Online dating services also differ widely in their revenue streams.
Some sites are completely free and depend on advertising for revenue.
Most free dating websites depend on advertising revenue, using tools such as Google Ad Sense and affiliate marketing.
Online dating services allow users to become "members" by creating a profile and uploading personal information including (but not limited to) age, gender, sexual orientation, location, and appearance.
Most services also encourage members to add photos or videos to their profile.
There are mixed opinions regarding the safety of online dating.
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.