Phase 1. Before you upgrade
As soon as you sign up for your free account and even without a picture, you get bombarded with messages and everyone loves you. You get a lot of hope and you get to:
Phase 2. You upgrade and sign up for the 3-day trial and with their dirty trick they also sign you up for a full month membership which you'll then have to spend quiet a few minutes to cancel. After you sign up, all the love suddenly stop and no one even responds to your messages.
How?
Most of the profiles are fake and even many pictures are from 'professionals', non-UK women, etc.
Some are even bots.
Try to chat with some women and they insists on only SMS, why? Because they are the employees... That simple.
Like others say, I was also scammed. I signed up for a only a 3-day trial, but they automatically charged me for £24 of another premium service. Their call centre is in India and when I talked to the woman on the phone asking for cancelling my service, they tried to sell me another service. Disgusting...