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A British company which operates under the advertising model is Free uk, founded by Dan Winchester.
The industry has grown exponentially in many Western countries.
Mainstream sites such as e Harmony and Match.com, alone, have 20 million and 17 million worldwide users respectively.
In the US, regulation began with the International Marriage Broker Regulation Act (IMBRA) in 2005.
Mobile dating (or location-based) apps, such as Tinder or OK Cupid, have seen their user numbers rise exponentially.
The CEO of Tinder, Sean Rad, has proudly said that their app has already generated 45 million matches (not couples).