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Filtering through hundreds of online profiles of single people in your area – and hoping someone will click on your own and like what they see – is the new normal for many in search of love.

An estimated quarter of Canadians have tried an online dating service, a number that will surely rise as more people get comfortable with the medium.

On Tuesday, the dating website Plenty of Fish got acquired by Match Group, an IAC/Inter Active subsidiary that recently announced plans to go public later this year.

Each year, it made small, incremental changes to how it made connections — changes, Frind says, made the experience better, made people use the site more and make it tough today for new dating sites to imitate.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 Tinder-like Meet Me feature, and allowing users to see whether a message has been read and/or deleted.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.Plenty Of Fish, which Frind created in 2003 and has built without any outside funding, has cashed in on this shift.Accessed these days on the mobile devices of 109-million registered users, the dating site generates much of its annual revenues — 0 million, according to out-dated but most-recently published figures — from the fees users pay to get add-on premium features, rather than the banner ads that funded it in years past.

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“There’s only so many hours in the day that you’re actually productive,” he told the BBC, which dubbed him “the man behind a million babies.”BY THE NUMBERS: The rise of Canada’s online dating scene The work-life balance approach seems to have worked for him. This past March, POF surpassed 100 million users and was billed as the world’s largest online dating site, with reportedly four million users daily and service available in five languages.

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