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.
Cupid makes most of their business through the charging of these fees, as there is no advertising on their websites.
In addition to this, Cupid also partners with other companies in order to provide a branded, specifically targeted online dating experience.
However, in December 2010, as a result of pressure from easy Group founder Sir Stelios Haji-Ioannou, the company changed its name.Also in 2012 Cupid acquired Uniform Dating, a niche website aimed at uniformed services personnel such as firefighters, nurses, armed forces and police.In February 2013, the company was the subject of BBC Radio 5live Investigates programme.The company quickly grew its user base – by 2007 they had their first million paying users, and a few years after that they hit an impressive 13 million paying users across all networks.By early March 2010, the user base was growing at a rate of 300,000 per month, and new products were succeeding in increasing these numbers and expanding the user base.