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For example, in December 2010, the company announced a product in conjunction with Whats On (a theatre review and ticket sales website).

However, in December 2010, as a result of pressure from easy Group founder Sir Stelios Haji-Ioannou, the company changed its name.

Users told the BBC that they had received many messages from potential dates as free users of the site but that, when they paid for membership to be able to reply, the volume of messages dramatically decreased.

Investigation by Ukrainian newspaper Kyivpost in March 2013 proved usage of fake profiles by the company and confirmed that the company's 'social media managers', whose job was to tempt users, were actually located in Ukraine.

Cupid plc disposed of its casual dating sites in July 2013.

It sold the remaining mainstream dating sites to NSI Holdings Ltd.

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