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Also in 2012 Cupid acquired Uniform Dating, a niche website aimed at uniformed services personnel such as firefighters, nurses, armed forces and police.

In February 2013, the company was the subject of BBC Radio 5live Investigates programme.

On 24 July 2012, Cupid plc announced that it had acquired the French dating site Assistance Genie Logiciel (AGL) for the sum of €3.7 million.

The deal to buy the 1986-founded company includes French dating sites amour.com, and

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.

In 2014, Cupid plc suffered heavy losses and was forced to call in part of money owed by Grendall.

In 2006, Polyakov and Dobbie acquired the Easy Date business and brand to complement and serve as an umbrella for their network of sites, which had been experiencing a steady growth in user base.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 makes most of their business through the charging of these fees, as there is no advertising on their websites.In addition to this, Cupid also partners with other companies in order to provide a branded, specifically targeted online dating experience.

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A year later, in May 2011, the company boasted 23 million members in 39 countries.