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Björn and Benjamin Bak, founders of German dating application Lovoo, and twelve members of their staff were arrested and accused of commercial deception because of using similar scheme.
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.
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.
A year later, in May 2011, the company boasted 23 million members in 39 countries.
This success, and the desire to fund further growth, prompted the company to become listed in the Alternative Investment Market of the London Stock Exchange (AIM).
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 plc was the owner and operator of multiple high-volume online dating websites, covering the range from mainstream to niche audiences.
The full network of websites is available worldwide in a variety of languages, and by the end of the first half of 2012 more than 54 million users had created profiles in the company's websites.
In July 2013, BBC published new investigation, claiming that problem of fake profiles still existed, and the company used real persons' data without their knowledge.
Such kind of semi-legal activities is a subject to legal prosecution in some countries.