"We also target interests, which means there's more potential for a long-term relationship than with a site that's purely based on looks, such as Tinder." James hopes his firm will be adding "2,000 new users a month" by the end of the year.
Facebook's guidelines prevent dating sites from using the paid advertising slots to promote themselves, but individuals looking for love are free to advertise, claims James.
After processing your payment via Paypal, Lovebook creates a unique profile page for the customer, using three photos, and buys targeting Facebook advertising for the campaign. You pitch for love will be shown in paid ad slots across your targeted groups, reaching tens of thousands of people.
"These ads have the potential to go viral," says James.
"We created a targeted Facebook ad and he got 60 leads.
He's been dating one lead, Sarah, for the past two months.
As dating sites and apps like Tinder and eharmony continue to grow in popularity, many of the companies behind them are finding it difficult to compete in the saturated market and to attract investors. Like bunnies, dating apps have shown a knack for proliferation.
With a young, increasingly busy and mobile audience, the allure of the dating app business can be intoxicating.
Its flagship app, AYI (Are You Interested), has a database of approximately 30 million users.
And its latest offering, a female-friendly version of Tinder called the The Grade, is showing promise. So the question is: Is it a love connection for investors?
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"We have no overheads," says James, who is the sole full-time employee of the company.