Step 3: Safety and confidentiality matters
A basis of security policy of Plenty of fish – protection of users’ personal information: name, phone number, address, social media accounts, etc. Users have no possibility to link accounts of other POF users to accounts on social networks like Instagram, Facebook, or Spotify and provide proof of their existence outside the POF service. Notably, the app constantly reminds people not to disclose such data.
Other platforms have protection against spam of meeting suggestions from men too: only a woman can start a conversation unless it’s a message to the user found by matching. Some dating services are executing a verification of each user to eliminate perverts, spammers, and those, who like communicating from fake accounts.
The interface of the app. Key pillars of Plenty of fish are the user interface, matching algorithm, and communication functionality. The interface of this service was a little simplified and quite obsolete. Fortunately, a recent redesign has solved this problem, especially when it comes to the interface of the mobile app.
Users’ profiles, navigation, and chat look nice and make people communicate pleasantly and calmly. It’s also easy to understand what to do. Therefore, you can copy the design of Plenty of fish almost entirely when creating its clone.
A text chat is also free. Although there are small limitations: the users can send messages only to 55 new people per day and the 
age gap between them has to be 14 years at most or 9 years if one of them is younger than 22. It’s quite generously.
If the search has results, the profiles of people for communication will be seen with photos, age, and nickname. A list of things that a dialog partner likes is displayed on the screen so that it’s easier to start a conversation. There is also a possibility to send a priority message, which puts the conversation on the top of the recipient’s listing.
Individual profiles in the search results look like spreadsheets a lot of data, which doesn’t highlight or show anything. Meet Me feature works just like Tinder with a possibility to swipe to the left or the right.
Step 5: Dating app monetization
Plenty of Fish is using a monetization model, which is standard for free dating apps. It implies selling a subscription that provides the possibility to send more messages, see more information in the users’ profiles, see, who has liked you and who you have talked to (a month or a year ago). Tariff plans start at $19,99 per month or $9,99 per month for eight months. These are small fees compared to eHarmony or Match, which take $40 for a monthly subscription.
Besides, POF like the other online dating app is selling one-use tokens for $1,69?1,99 depending on how much you buy. Such tokens can be used in several ways:
- Choose yellow lightning to send Super Yes on Meet Me.
- Choose a Boost Now feature in your profile to be displayed first in the listing of potential matches of other users.
- When communicating, use a Send as Priority feature so that your text will be the first in the recipient’s mailbox.
Besides, you are able to create an applied artificial intelligence (a deep neural network) and program it to perform a certain task; for example, finding one-night stands, bringing relationships to marriage, or making couples created by the algorithm date for at least several months and not start looking for another option during the first date. This approach is more expensive and it requires more time and Big Data, but it gives the best result / projection if implemented properly.