Hi Emily,
Badoo is mostly a free service, save for some premium features, such as “Rise Up,” which provides members the opportunity to pay in order to increase the visibility of their profile for a certain period of time.
They have now added ads as a way for them to increase revenue. Remember that a free platform still has to pay their bills and make a profit. It is still a business after all. Badoo has chosen to add ads instead of making their platform a service that everyone has to pay for.
What would you rather have?
A mostly free dating platform with ads or a paid dating platform? Most people would probably pick the “mostly free dating platform” option.