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Since 2003, several free dating sites, operating on ad based-revenue rather than monthly subscriptions, have appeared and become increasingly popular.

Several newer sites such as Ok are beginning to offer more full featured dating services for free, and are starting to compete with staples in the free dating site world such as

In Germany government financed NGOs like "Verbraucherschutzzentrale" sometimes help to sue online dating sites.

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. By 2007, many prominent studies show that Baby Boomer interest in online dating have soared.

However, market share was increasingly growing by several large commercial services, including Personals. Some online dating websites provide webcam chats between members.

Most sites allow members to upload photos or videos of themselves and browse the photos and videos of others.

Sites may offer additional services, such as webcasts, online chat, telephone chat (VOIP), and message boards.

A German documentary analyzed the market and uncovered multiple problems of online dating sites.

Amongst them are "romance-scamming" (persons registering on the sites to get money from people falling in virtual love with them), using controllers or animators registered with multiple fake accounts, using unexpected and sometimes unlawful conditions in the terms and conditions leading to longer contracts a client intended to sign.

Online dating sites use market metaphors to match people.

Match metaphors are conceptual frameworks that allow individuals to make sense of new concepts by drawing upon familiar experiences and frame-works.

The highest scoring dating service was Facebook, which uses the personal homepage genre, the message board genre, the weblog and directory genre, as well as utilizing the Circle of Friends.

The second highest scoring, Second Life utilizes virtual worlds, message boards, chat groups and profile pages to allow people to contact in a three-dimensional environment.

Other sites are more specific, based on the type of members, interests, location, or relationship desired.