The social media platform, developed in 2001, is based in the UK and offers both free and premium membership options. Users can upgrade their free membership to access features like unlimited private messaging and detailed activity insights. As of February 2014, the platform has an active user base of over 268,000 members. From its inception, the site has grown through word-of-mouth alone, without any marketing expenditure. Despite this, it continues to attract between 400 and 700 new monthly sign-ups. The primary revenue source is membership subscriptions, supplemented by a small percentage of income from advertising. In late 2012 and early 2013, the site faced challenges including the liquidation of its SMS payment facilitator, resulting in significant losses. Additionally, a security breach in May 2013 exposed user data but was swiftly managed. Although profitability dipped due to these incidents and subsequent platform upgrades, the site quickly recovered and recorded its highest revenue in December 2013. Built on PHP and MySQL, transactions are conducted in British pounds through payment processors like PayPal. Potential growth opportunities for new owners include launching a revamped website and mobile version, updating and relaunching an iPhone app, expanding to Android, and introducing targeted marketing campaigns. The current owner, a web developer, is selling due to a change in personal interests and is open to offering post-sale support. The site's future prospects are promising, with a range of enhancements ready to be completed and implemented.