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Other sites target highly specific demographics based on features like shared interests, location, religion, or relationship type.
Online dating services also differ widely in their revenue streams.
Still others rely solely on paid membership subscriptions.
Opinions and usage of online dating services also differ widely.
Such companies offer a wide variety of unmoderated matchmaking services, most of which are profile-based.
Because online dating takes place in virtual space, it is possible for profile information to be misrepresented or falsified.
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.
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.
However, Sam Yagan describes dating sites as ideal advertising platforms because of the wealth of demographic data made available by users.
There are mixed opinions regarding the safety of online dating.
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Most services offer digital messaging, while others provide additional services such as webcasts, online chat, telephone chat (VOIP), and message boards.