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On Monday, POF founder, Markus Frind, announced to members that the site will be undergoing some major changes.
"POF is all about relationships, I'm going to make a bunch of changes to ensure it stays a relationship-focused site, " Frind said.
However, as an online dating coach, I question whether the site was ever one that attracted relationship-seekers to begin with.
Plenty Of Fish.com, which holds the #1 dating site ranking in multiple countries including the U.
S., is one of the only top-ranked sites that allows members to not only register, but also to search and message for free, deriving more of its revenue from advertisers.
Due to the low barrier for entry this leads them to attract more casual daters.
However, it also allows them to focus on retention of customers rather than constantly having to attract new singles.
Plenty of Fish also has led the pack on innovation for many years offering many options for communication to serve the varied interests of users.
One of theses features, Intimate Encounters (IE), was a subset of Plenty of Fish for those explicitly seeking sexual partners without having to shoulder the burden of a relationship.
To make a dating site work, the site must first have viable options for people to date.
In the case of Intimate Encounters, Frind said, "There are 3.3 million people who use the site every day, of those there are only 6,041 single women looking for Intimate Encounters.