PlentyofFish Adds Pay Option for “Serious” Daters

Online dating site PlentyofFish announced plans to add a pay option aimed at customers who want to show that they’re serious about meeting someone.

PlentyofFish has long been a free site, which has made it hugely popular. It claims on its Web site that members will go on 18 million dates with each other this year.

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 (YHOO) and IAC’s (IACI) Match.com.

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

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