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To help answer that question, keep the following in mind: Free sites are geared toward casual daters, while paid sites tend to be for people looking for a serious relationship.

Free sites may also work better for individuals who are separated, but not yet divorced (or separated with no immediate intention to divorce).

Unlike or e Harmony, Ashley Madison's business model is based on credits rather than monthly subscriptions.

For a conversation between two members, one of the members—almost always the man—must pay five credits to initiate the conversation.

In the same month, the company changed its signature tagline from "Life is Short.

Have an Affair." to "Find your moment", and updated its brand imagery to replace the image of a woman wearing a wedding ring with a red gem-shaped symbol as its logo.

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