And some sites, like Plentyof and Ok Cupid, offer basic membership for free.
But most subscription sites automatically renew until the customer cancels, and those fees can add up.
The faster they attracted users, the more useful the sites would be, Brooks says.
And paying fees, he says, can have an upside: People may be more likely to actually use a site if they pay for it.
Indeed, for online purveyors of love, business is booming.
Like Ok Cupid, POF is free to join and use, and it costs nothing to use the site's tools and features.Ok Cupid offers users a good blend of low cost and high volume.