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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.Cupid plc disposed of its casual dating sites in July 2013.

The result of this collaboration was Theatre Date.com, a niche site aimed at theatre lovers which combined Cupid's expertise in delivering a solid online dating service with Whats On Stage.com's experience catering to theatre enthusiasts and the general theatre going public.

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

This success, and the desire to fund further growth, prompted the company to become listed in the Alternative Investment Market of the London Stock Exchange (AIM).

Cupid plc was the owner and operator of multiple high-volume online dating websites, covering the range from mainstream to niche audiences.

The full network of websites is available worldwide in a variety of languages, and by the end of the first half of 2012 more than 54 million users had created profiles in the company's websites.

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.

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