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While it is free to use, Plenty Of Fish offers premium services as part of their upgraded membership, such as who has "liked" a member through the service's Meet Me feature, and allowing users to see whether a message has been read and/or deleted.
He ran the site independently until 2008, when he began hiring other employees at his new Vancouver headquarters.
Among these users, 3.6 million log in daily and 10 million conversations occur each day.
POF dating site boasts that over one million relationships are created every year.
The user has to register on their site and complete their account information.
The site then offers a unique series of questions in order to establish the user character.
In 2009, Plenty Of Fish also launched a contest with Lady Gaga allowing single members to go together and meet the singer during The Fame Ball Tour.
The website for Plenty Of Fish appeared in several music videos in 2010: in Lady Gaga's "Telephone", Natasha Bedingfield's "Touch", Ke$ha's "We R Who We R", Flo Rida and Akon's "Available", Jason Derulo's "Ridin' Solo", Since the alleged hacking incident, Frind alleges he has identified persons he believes are responsible for the hacking, and alleges he is threatening legal action in response to the widespread negative media exposure.
On May 20, 2013, Frind implemented several changes to the website with the stated goal of focusing on "meaningful relationships".
Although the Plenty Of Fish site and its "matching" criteria continue to match couples with age differences greater than the 14 year guideline, attempts to contact these "matches" resulted in an inbox message from Markus stating, among other things, "[t]here is no reason for a 50 year old man to contact a 18 year old woman." The image sending restriction was apparently reversed after Plenty Of Fish was acquired by Match Group (but not "quick messages" directly from the match's profile page) and members outside of the 14 year age limit no longer appear as matches or in searches.
Attempting to contact members outside of the 14 year limit now displays a pages stating the user does not meet the member's contact criteria (even when untrue) and suggests several matches to contact instead of sending a message to the user's inbox.
At the time this received global media exposure and security experts blamed Plenty Of Fish for the security and privacy lapse specifically for keeping users' passwords unsecured.
On February 28, 2012, the parents of US Army Lieutenant Peter Burks sued Plenty Of Fish.For using Plenty of Fish dating site, users have to create a new account.