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Users told the BBC that they had received many messages from potential dates as free users of the site but that, when they paid for membership to be able to reply, the volume of messages dramatically decreased.

Investigation by Ukrainian newspaper Kyivpost in March 2013 proved usage of fake profiles by the company and confirmed that the company's 'social media managers', whose job was to tempt users, were actually located in Ukraine.

Cupid plc disposed of its casual dating sites in July 2013.

It sold the remaining mainstream dating sites to NSI Holdings Ltd.

in December 2014 and is no longer involved in online dating.

The company had been trading as Easy Date since 2006, when it acquired the name.

Upon admission, the company had an approximate market capitalisation of £45 million.

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Cupid's business can be split into two main areas: mainstream dating websites, aimed at the general public with some level of differentiation between them (for example, is aimed at people looking for a steady partner in a more long-term relationship, whereas Be is geared towards users looking for more casual dating); and niche websites, where the whole concept fundamentally hinges on the users looking for partners of a similar background and tastes.Some of Cupid's main sites are: The business model varies slightly depending on the website.In most cases, users can join for free – this gives them access to the website and allows them to browse the profiles of other users.The company stated that its auditors KPMG had found 'no evidence of a company organised practice of staff enticing registered members to subscribe through the use of fake profiles'.Nevertheless, Cupid recognized that existing staff profiles 'were not clearly identifiable' to users and said it had replaced the motivation teams with dating advisors.

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