Plenty of Fish uses a Microsoft-based platform for itself, including IIS, ASP.NET, and Microsoft SQL. By 2019, Plenty of Fish employed over 100 people, including programmers, marketing managers, product managers, designers and customer success representatives. The site relied on volunteers to monitor forums and sort through the 50,000 new photos that, at most come in each day. In March 2020, Plenty of Fish (now owned by Match Group) launched a livestream feature after a partnership to interact with users from other apps MeetMe and Skout (both owned by The Meet Group) and Zoosk (owned by Spark Networks SE). The headquarters remain in Vancouver and have recently been expanded. On July 14, 2015, Plenty of Fish was sold for $575 million to Match Group (owner of, OkCupid, Tinder and Hinge, based in Dallas, Texas). Attempting to contact members outside of the 14-year limit now displays a page stating the user does not meet the member's contact criteria (even when untrue) and suggests several matches to contact instead of sending a message to the user's inbox. The image sending restriction was apparently reversed after Plenty of Fish was acquired by Match Group (but not "quick messages" directly from the match's profile page) and members outside of the 14-year age limit no longer appear as matches or in searches. Additionally, the site automatically blocks messages from male users containing certain words while showing such messages as being sent. 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, "here is no reason for a 50 year old man to contact a 18 year old woman." Another restriction implemented in the updates is that male users could no longer attach images to messages. 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 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.
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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.
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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.
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