Unlike or e Harmony, Ashley Madison's business model is based on credits rather than monthly subscriptions.
For a conversation between two members, one of the members—almost always the man—must pay five credits to initiate the conversation.
She had previously released an analysis purporting to show that only a minuscule proportion (12,000 out of 5.5 million) registered female accounts were used on a regular basis, In 2012, a former employee claimed in a lawsuit that she was requested to create thousands of fake female accounts attractive to male customers, resulting in repetitive stress injury. In July 2016, CEO Rob Segal and newly appointed President James Millership told Reuters that the company had phased out bots by late 2015.
Segal shared an independent report by EY (Ernst & Young) which verified the phase-out.
Segal also announced new discreet payment options, including Skrill, Neteller and Paysafe card.