Cupid Plc Launches New ‘Safe Mode’ Functionality To Boost User Safety

2013 didn't start out well for Cupid plc, the top-5 global online dating company that's responsible for a network of dating sites including Cupid.com. Cupid came under fire for allegedly using fake profiles to boost its membership, after the BBC claimed that members of Cupid's online dating services suspected fake "flirtatious" messages were being used to encourage free users to sign up for paid subscriptions.

Cupid plc denied using fakes and said it was cleared of the allegations by auditors. According to Cupid, the auditors found "no evidence of a company organised practice of staff enticing registered members to subscribe through the use of fake profiles."

The experiences of members and undercover investigators suggest otherwise, and users are still (rightfully) suspicious, but some good news has finally come out of the Cupid camp.

Cupid recently launched 'safe mode' functionality for its network of dating sites. The update still allows users to choose who they want to interact with, but provides the added security of being able to filter out members who choose not to verify themselves on the site. With 'safe mode' on, you can contact any user but will only receive communications from members who have undergone the verification process. Unverified users are welcome to continue using the site, but are encouraged to become "Trusted Members" to unlock access to people already using 'safe mode.'

For some reason, at this point, 'safe mode' is only available for male users and only female members are asked to become verified. Cupid hopes that the new technology will create a "smoother" and "more positive" online experience for its users and...well...I certainly can't blame them for hoping. Cupid needs any boost it can get at this point.

"We have listened to our customers and to dating website users in general," says Sean Wood, Communications Director at Cupid plc. "The main goal here is to give our customers choice to decide who they communicate with. This means they can choose verified users only or indeed if they feel comfortable with communicating more widely, then they have that ability too. Our members can use the sites secure in the knowledge that they are in a safe environment where they can get on with enjoying the experience, making contacts and meeting up."

Right. So...Cupid customers are safe from each other, but the real question is: are they safe from Cupid itself?