PlentyofFish Adds Paid Service

Posted on March 20, 2009

Plenty of FishThe Wall Street Journal reports that a free dating site called PlentyofFish is going to add a paid service. The paid option will be for "serious" daters.
In a February report, Sanford Bernstein analyst Jeffrey Lindsay called it "the most successful of a new generation of 'free' or advertising-supported dating sites," and one whose growth could pose a "Craigslist-like disintermediation” threat to established players like Yahoo Personals and IAC's Match.com.

By wading into the paid arena, it may lessen that disintermediation risk, but compete on more even terms with those sites.

According to a blog entry by its CEO, Markus Frind, PlentyofFish will sell "Serious Member" badges that will appear on members’ pages for three, six or 12 months. Serious members will be marked as such in search results, and their messages to prospective partners will be highlighted.

PlentyofFish's approach to a paid option is different from Match and Yahoo Personals, which charge users when they sign up or attempt to contact someone. "Paid sites monetize on impulse," Mr. Frind wrote. "PlentyofFish is going to monetize on user intent. I believe we will have far more members that are serious than paid sites."
Sometimes online service to do need a paid level to weed out those who are not serious about the website. We will see if it works for PlentyofFish. Some people do have more free time because they are out of work but at the same time they have less money to spend on dating or on paid dating websites.

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