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Once they are ready to begin interacting with someone, the website charges depending on the level of access the user wants.This is a fairly common practice across the industry.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.Upon admission, the company had an approximate market capitalisation of £45 million.
However, in December 2010, as a result of pressure from easy Group founder Sir Stelios Haji-Ioannou, the company changed its name.
Founded in 2005 by Bill Dobbie and Max Polyakov, the company was originally made up of a range of dating websites operated from and off-shore base.
In 2006, Polyakov and Dobbie acquired the Easy Date business and brand to complement and serve as an umbrella for their network of sites, which had been experiencing a steady growth in user base.
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.