e Harmony is another massive player, with 3 million users signed up.
But size isn’t everything – as anyone who has just wrapped up a three-hour swiping session on Tinder will attest.
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You can’t browse pictures or profiles – you wait to be matched by the mystery algorithm after answering the 400 questions – then you are guided through a contact process.
Some may think it lacks the spontaneity of other dating sites – and you certainly can’t use it to get a quick date for the weekend.
There’s currently a 7-day free trial to communicate with matches for free until 1 January.
It’s a softly, softly approach – excellent for those new to internet dating or nervous about entering the melee, or using a fast-food dating app like Tinder.
The price and process mean only the dedicated remain – but equally, can lead to people dropping out mid-process.