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Nevertheless, Cupid recognized that existing staff profiles 'were not clearly identifiable' to users and said it had replaced the motivation teams with dating advisors.In July 2013, BBC published new investigation, claiming that problem of fake profiles still existed, and the company used real persons' data without their knowledge.In most cases, users can join for free – this gives them access to the website and allows them to browse the profiles of other users.
Also in 2012 Cupid acquired Uniform Dating, a niche website aimed at uniformed services personnel such as firefighters, nurses, armed forces and police.
In addition to this, Cupid also partners with other companies in order to provide a branded, specifically targeted online dating experience.
For example, in December 2010, the company announced a product in conjunction with Whats On (a theatre review and ticket sales website).
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Cupid plc was the owner and operator of multiple high-volume online dating websites, covering the range from mainstream to niche audiences.