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The company stated that its auditors KPMG had found 'no evidence of a company organised practice of staff enticing registered members to subscribe through the use of fake profiles'.Nevertheless, Cupid recognized that existing staff profiles 'were not clearly identifiable' to users and said it had replaced the motivation teams with dating advisors.The investigations by BBC and Kyivpost caused a sharp decline in the share prices.In Summer 2013, the company sold part of its 'casual dating business' to Grendall Investment Limited, controlled by co-founder and shareholder of Cupid plc Max Polyakov.A year later, in May 2011, the company boasted 23 million members in 39 countries.This success, and the desire to fund further growth, prompted the company to become listed in the Alternative Investment Market of the London Stock Exchange (AIM).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.
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.
Such kind of semi-legal activities is a subject to legal prosecution in some countries.
Some of Cupid's main sites are: The business model varies slightly depending on the website.
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.
Because of this, it was under that name that it became initially listed in the markets (as Easy Date plc).