At the end of November 2004, there were 844 lifestyle and dating sites, a 38% increase since the start of the year, according to Hitwise Inc.The stigma associated with online dating dropped over the years and people view online dating more positively.Most services also encourage members to add photos or videos to their profile.Once a profile has been created, members can view the profiles of other members of the service, using the visible profile information to decide whether or not to initiate contact.

Others utilize the freemium revenue model, offering free registration and use, with optional, paid, premium services.In an August 2012 interview, Markus Frind stated that based on the millions of relationships and marriages Plenty Of Fish has created over the past several years, it is estimated that over one million babies have been born as a result of the website.On May 20, 2013, Frind implemented several changes to the website with the stated goal of focusing on "meaningful relationships." Among these changes were the removal of the "intimate encounters" option.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.

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