is a Canadianonline dating service, popular primarily inCanada, the United Kingdom, Ireland, Australia, New Zealand, Spain, Brazil,It is available in nine languages. The company, based inVancouverBritish Columbiagenerates revenue through advertising and premium memberships.While it is free to use, Plenty of Fish offers premium services as part of their upgraded membership, such as who has liked a member through the services MeetMe feature, and allowing users to see whether a message has been read and/or deleted.On July 14, 2015, Plenty of Fish was sold for $575 million toThe Match Group(owner mOKCupidandTinder, based inDallas).The headquarters remain in Vancouver and have recently been expanded.

Markus Frind, CEO and Founder of Plenty of Fish Media Inc., graduated in 1999 fromBritish Columbia Institute of Technologywith a diploma in Computer Systems Technology.9

In 2004, Plenty of Fish became a full-time business for Frind.10He ran the site independently until 2008, when he began hiring other employees at his new Vancouver headquarters. In 2009, Plenty of Fish also launched a contest withLady Gagaallowing single members to go together and meet the singer duringThe Fame Ball Tour.11

The website for Plenty of Fish appeared in several music videos in 2010: in Lady GagasTelephoneNatasha BedingfieldTouchKe$haWe R Who We RFlo RidaandAkonAvailableJason DeruloRidin Solo,12and3OH!3Double Vision. In 2011, it appeared inBritney Spearss music video forHold It Against Me. Many of these appearances are undisclosed paidproduct placements1314which have been met with highly negative reviews.1516

In 2010, Plenty of Fish launched mobile apps for iPhone and Android. But now it is also available in iPad, and Windows phone.1718As of May 2013, about 70% of Plenty of Fishs logins come from mobile devices.19In a June 2014 interview, Frind edited this number and now attributes 85% of all Plenty of Fish traffic to mobile with the number growing weekly.20

On January 21, 2011, it was discovered that the Plenty of Fish website had been hacked which exposed the personal and password information on nearly 30 million user accounts.21Since the alleged hacking incident, Frind alleges he has identified persons he believes are responsible for the hacking, and alleges he is threatening legal action in response to the widespread negative media exposure. At the time this received global media exposure and security experts blamed Plenty of Fish for the security and privacy lapse specifically for keeping users passwords unsecured.2122

On February 28, 2012, the parents ofUS ArmyLieutenant Peter Burks sued Plenty of Fish. The parents lawsuit alleges photos of their son, who was killed in Iraq in 2007, were used without permission. The parents were seeking compensatory and punitive damages. Paul Bloudoff, the firms legal affairs manager responded by saying Lt. Burks image was never used by POF.com in any way, shape or form, [a] third-party advertiser, with no affiliation to Plenty of Fish, ran an ad promoting another dating site using Lt. Burks picture, and one of the places this advertiser ran this ad happened to be our site.23

In an August 2012 interview, Markus Frind stated that based on the millions of relationships and marriages Plenty of Fish has created over the past several years, it is estimated that over one million babies have been born as a result of the website.24

On May 20, 2013, Frind implemented several changes to the website with the stated goal of focusing on meaningful relationships. Among these changes were the removal of the intimate encounters option.25A related eliminated feature was the option to contact clients of age differences greater than Markus, presumably Frind, found tasteful. Although the Plenty of Fish site and its matching criteria continue to match couples with age differences greater than the 14 year guideline, attempts to contact these matches resulted in an inbox message from Markus stating, among other things, [t]here is no reason for a 50 year old man to contact a 18 year old woman.26Another implementation included with the changes is no longer allowing male users to attach images to messages.27Additionally, the site automatically blocks messages from male users containing certain words while showing such messages as being sent.28

The image sending restriction was apparently reversed after Plenty of Fish was acquired by Match Group (but not quick messages directly from the matchs profile page) and members outside of the 14 year age limit no longer appear as matches or in searches. Attempting to contact members outside of the 14 year limit now displays a page stating the user does not meet the members contact criteria (even when untrue) and suggests several matches to contact instead of sending a message to the users inbox.

The site relied on volunteers to monitor forums and sort through the 50,000 new photos that come in each day.29By 2019 Plenty of Fish employed over 100 people, including programmers, marketing managers, product managers, designers and customer success representatives.30

Plenty of Fish uses aMicrosoft-based platform for itself, , andMicrosoft SQL.3132

Dating site ranking in the UK: 1 (Comscore May 2011)

Dating site ranking Worldwide: 1 (Hitwise, August 2011)

U.S. site by market share: 1, with 18.57% of the market (Hitwise, August 2012)

Number of page views a month: 2 Billion (April 2012)

In 2015, users were targeted by cyberattacks via a malicious adlink.

In 2015 Plenty of Fish Media Inc. was fined $48,000 for alleged violation of Canadas anti-spam law.

newspaper described Plenty of Fish as the most dangerous dating app in Britain, linking it to rape, stalking and assault cases amongst others.

Orton, Tyler (March 17, 2015).PlentyOfFish hits 100 million users, releases revenue numbers for first time. Business in Vancouver

PlentyOfFish.com How one man beat the big guys at

Plentyoffish fires darts at eHarmony, Match.com on Valentines Day. Itbusiness.ca. 2012-02-14

Plenty of Fish Fact Sheet at POF. Archived fromthe originalon October 1, 2011

Bootstrapped dating site PlentyOfFish has fewer than 100 employees and Match just bought it for $575 million in cash. Retrieved 14 July 2015.

Office Tour: PlentyOfFish Vancouver Office Expansion.

School of Computing and Academic Studies: Computer Systems Technology. B.C. Institute of Technology. Archived fromthe originalon October 12, 2007

Lehman, Michael (2007).IIS Show 10 PlentyOfFish.com and IIS 6 = Plenty of performance. Channel 9

Ein, News (November 2010).PlentyofFish.com Teams Up With Lady Gaga

Jason Derulo Is Ridin Solo on PlentyofFish.com. June 2010

Hampp, Andrew (2010-03-13).How Miracle Whip, Plenty of Fish Tap Lady Gagas Telephone

Elliott, Stuart (2011-02-17).Plenty of Fish, a Dating Site, Promotes Itself in Music Videos. New York Times

Weiner, Juli.PlentyOfFish.com, Get Out of Music Videos and Get Back to the InternetVanity Fair

Kelly, Liz (2011-02-18).Celebritology 2.0 – Britney Spears debuts Hold It Against Me video/infomercial. Washington Post

Torat, Hossain (2017-05-10).Dating in a Mobile Device. The bNewTech Post

Plenty of Fish dating app review. theappzine.com.

De Lacey, Martha ternet dating boss admits most of the woman on his site looking for no-strings sex are actually MEN. MailOnline

Brooks, Mark.POF Interview With CEO Markus Frind.

PlentyofFish.com Hacked, Blames Messenger. Krebsonsecurity.com. 2011-01-31

Plenty of Fish hacked, CEO recounts bizarre ordeal with hacker in blog post FP Tech Desk Financial Post. Business.financialpost.com. 2011-01-31

Canadian dating site Plenty of Fish sued for using dead U.S. soldiers photo. National Post

Clay, Kelly (August 23, 2012).How One Man Made A Million Babies With Free Online Dating.

Bignell, Paul; Hastings, Rob (May 2013).Plenty of Fish dating site founder pulls Intimate Encounters option to ward off sleazy men=Ein. The Independent

incognito (May 2013).POF changes: Age Restrictions +or- 14 years AND intimate encounters. Archived fromthe originalon 2013-10-30

Males can no longer send private images to other users.

POF automatically blocks messages containing offensive words. 2013.

Stross, Randall (2008-01-13).From 10 Hours a Week, $10 Million a Year. The New York Times

POF Expands Team To 66, And Creates New Consumer Blog. OnlinePersonalsWatch

Frind, Markus (2007).Looking for 3 Senior Software Developers. PlentyOfFish Blog

PlentyOfFish Architecture – High Scalability -.

PlentyOfFish.com Is the Most Visited Dating Site in the UK & USAOPW. 2011

Online Trends – Experian Hitwise. Hitwise.com. December 31, 1999

US Online Dating Rankings Update. OPW.com. 2012

POF passes 100M weekly messages, 2 Billion Pageviews/Week. Plenty of fish blog. 2012

Users of dating site Plenty of Fish targeted by cyber attack.

Lucian Constantin – Romania Correspondent, IDG News Service (Aug 21, 2015).Plenty of fish, and exploits, on dating website.

Plentyoffish Media Inc. pays $48,000 for alleged violation of Canadas anti-spam law.

. PR Newswire Association. Archived fromthe originalon 13 November 2018

Plenty of Fish avis fines show anti-spam law has teeth.

John Shammas (10 August 2017).Plenty of Fish is revealed as the most dangerous dating app in Britain as investigation links hundreds of rape, stalking, violent assault, blackmail and child grooming cases to online dating.

British Columbia Society for the Prevention of Cruelty to Animals

British Columbia Maritime Employers Association

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