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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.

The investigations by BBC and Kyivpost caused a sharp decline in the share prices.

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Cupid's business can be split into two main areas: mainstream dating websites, aimed at the general public with some level of differentiation between them (for example, is aimed at people looking for a steady partner in a more long-term relationship, whereas Be is geared towards users looking for more casual dating); and niche websites, where the whole concept fundamentally hinges on the users looking for partners of a similar background and tastes.

For example, in December 2010, the company announced a product in conjunction with Whats On (a theatre review and ticket sales website).

The result of this collaboration was Theatre, a niche site aimed at theatre lovers which combined Cupid's expertise in delivering a solid online dating service with Whats On's experience catering to theatre enthusiasts and the general theatre going public.

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.

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