But recently, niche sites like JDate, Christian Mingle, Asian Beauties.com, Must Love Pets and Farmers Only have become trendy.

Each new dating site needs faces for its catalog, and much of the dubious behavior is driven by the need for more profiles.

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One site owner referred to these practices as “black hat dating.” “There is a lot of tricky stuff that people do out there that most people don’t know about,” said David Evans, who started the profile editing service Profile Doctor in 2002 and now writes the blog Online Dating Insider and consults for dating startups.

The industry has been dominated by a few giants for about a decade: e Harmony and Match.com, which each claim 20 million members.

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As new people sign up for your site, their profiles get copied into the main database to be reused by other sites.

Sometimes the white label-powered sites ask new customers where they want their profiles to appear, but usually it’s a clause buried deep in the terms of service that allows “affiliate sites” to share profiles. Your profile might show up on Biker Romance—which could make for an awkward first date.

But since daters tend to find out about this practice when they get a message from someone who’s interested, the transgression is often forgiven.

World Dating Partners, an 11-year-old service based in the U.

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