The landing page of New-Lover.com presents itself with a simple yet attractive design. Potential subscribers are led to think that after signing up, they will be able to connect with genuine members, who are interested in real dates. Nothing is mentioned about costs. We know from experience, that the lack of information on the initial page, is one of the first indicators that a website could be a rip-off.
To confirm our initial suspicions, we created a test profile, checked the Terms and Conditions, and searched the internet for past user's reviews. Unfortunately, it turns out that New-Lover.com is exactly what we were expecting, after reading the name of the operator. Take Two Digital Ltd run a huge network of dating websites, all of which are very similar. This untrustworthy company based in Paphos, in Cyprus, always implements a fantasy chat service on each one of their platforms.
The following note is from the Terms and Conditions
The Company operates system profiles (i.e. profiles connected to Accounts which have been created by the Company and which are either operated by contractors of the Company who impersonate the persons portrayed in such profiles or by a system designed to interact with users) and expressly reserves the right to chat with users through such system profiles in order to enhance the users’ entertainment experience. Physical contact with individuals behind such system profiles is strictly prohibited.
Who is hiding behind these profiles?
New-Lover.com acknowledges that the member's area contains fictional profiles, which do not correspond to any real user. They claim to do that to enhance the users' experience. But in fact, they are just trying to deceive people. They trick them into thinking that they are chatting with genuine members. By doing so, people are more likely to spend money on the platform. These fake accounts are controlled either by a professional moderator, or by a chatbot, which is a computer program that simulates a human conversation.
In either case, this is a rip-off because it is impossible to distinguish real profiles from fake ones. To reply to the messages coming from these fantasy characters, users must buy “coins”. These are virtual items, that you can exchange for messages. Since you must pay separately for every message that you send, and the longer the conversation, the higher the profit for the company. It is quite common to end up spending hundreds of pounds, in just a few minutes.