Members use criteria other members set, such as age range, gender and location.

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Match metaphors are conceptual frameworks that allow individuals to make sense of new concepts by drawing upon familiar experiences and frame-works.

This metaphor of the marketplace – a place where people go to "shop" for potential romantic partners and to "sell" themselves in hopes of creating a successful romantic relationship – is highlighted by the layout and functionality of online dating websites.

Especially popular in Eastern Europe, some sites offer full access to messaging and profiles, but provide additional services for pay, such as bumping profiles up to the top of the list, removing advertisements, making paying users' profiles appear several times in different places in the search results, and giving paying users a more advanced search engine to work with (in one example, free users may only search for persons of specified age, gender, orientation, and city, while subscribers may search for any and all parameters listed in profiles, such as height, weight, interests, etc.).

Also, this model generally allows users to switch between free and paying status at will and without having to do anything, simply providing advanced features for a set period of time whenever the according payment is received.

The attacker can use pre recorded webcam footage to disguise their identity while appearing to be genuinely engaged in conversation; "to appear legitimate." Some romance scammers have been known to threaten people with the exposure of photos or videos obtained once they realize the victim is no longer cooperative.

An attacker can upload a private video of the victim to video services like You Tube, then use it to extort them further by threatening to make it public or direct it to the victims family or friends.Webcam blackmail is a crime where an online attacker lures victims into taking off their clothes on camera and, usually secretly, allowing them to record a video.The attacker will then make a threat to make the video public unless money is paid.However, market share was increasingly growing by several large commercial services, including Personals. Some online dating websites provide webcam chats between members.As online dating's population becomes larger, sites with specific demographics are becoming more popular as a way to narrow the pool of potential matches.In 2013, Daniel Perry committed suicide hours after receiving an online message saying images or video would be made public and shared with his friends and family if he didn't pay money into an account.