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A related eliminated feature was the option to contact clients of age differences greater than 'Markus', presumably Frind, found tasteful. Among these changes were the removal of the 'intimate encounters' option. On May 20, 2013, Frind implemented several changes to the website with the stated goal of focusing on 'meaningful relationships'. In an August 2012 Forbes 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. Burks’ picture, and one of the places this advertiser ran this ad happened to be our site.' Burks’ image was never used by POF.com in any way, shape or form, third-party advertiser, with no affiliation to Plenty of Fish, ran an ad promoting another dating site using Lt. Paul Bloudoff, the firm's legal affairs manager responded by saying 'Lt. The parents were seeking compensatory and punitive damages. The parents' lawsuit alleges photos of their son, who was killed in Iraq in 2007, were used without permission.

On February 28, 2012, the parents of US Army Lieutenant Peter Burks sued Plenty of Fish. 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. Since 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.

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. In a June 2014 interview, Frind attributed 85% of all Plenty of Fish traffic to mobile with the number growing weekly.

A few years later, it was made available for both the iPad and Windows phone. In 2010, Plenty of Fish launched mobile apps for iPhone and Android. Many of these appearances are undisclosed paid product placements which have been met with highly negative reviews. In 2011, it appeared in Britney Spears's music video for ' Hold It Against Me'. The website for Plenty of Fish appeared in several music videos in 2010: in Lady Gaga's ' Telephone', Natasha Bedingfield's ' Touch', Ke$ha's ' We R Who We R', Flo Rida and Akon's ' Available', Jason Derulo's ' Ridin' Solo', and 3OH!3's ' Double Vision'. In 2009, Plenty of Fish also launched a contest with Lady Gaga allowing single members to go together and meet the singer during The Fame Ball Tour. He ran the site independently until 2008, when he began hiring other employees at his new Vancouver headquarters. In 2004, Plenty of Fish became a full-time money making business for Markus. Markus Frind, CEO of Plenty of Fish Media Inc., graduated in 1999 from British Columbia Institute of Technology with a diploma in Computer Systems Technology, and founded the business in 2003.

While it is free to use, Plenty of Fish offers premium services as part of their upgraded membership, such as allowing users to see who has 'liked' a member through the service's MeetMe feature, and whether a message has been read and/or deleted. The company, which is based in Vancouver, British Columbia generates revenue through advertising and premium memberships. Plenty of Fish ( POF) is a Canadian online dating service, popular primarily in Canada, the United Kingdom, the Republic of Ireland, Australia, New Zealand, Spain, Brazil, and the United States.

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