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If, for instance, you choose to “meet up” with someone but don’t actually end up matching with them, it isn’t difficult to work out what option they chose.

Online dating can be so stressful – filling out the profile and keeping up with all the interactions can feel like a job – so it’s no surprise that sometimes digital romance blooms under more Facebook friend-ly circumstances.

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James, who has just graduated from university, had the idea for the business when a friend complained that he couldn't meet women through existing dating apps and online services."Marco couldn't work out why people weren't responding so we decided to help him out," he explains.“People often use Facebook to make plans with their friends," a Facebook spokesperson told Motherboard."So, we're running a very small test in the Facebook app to make that easier."It's not for everyone, but we think it's a really efficient way of finding dates online," he says.

The Big Short, the film adaptation of Michael Lewis' book of the same name about the causes of the financial crisis, opens in UK cinemas this weekend.

"The experiment was so successful that I decided there must be mainstream potential for a service like this.

The average campaign generates at least 15 or 20 leads at the moment." It is impossible to protect an idea like Lovebook: users could take out paid ads on Facebook themselves and cut out the middle man.

Lovebook offers three packages, which promise different levels of Facebook reach.

With First Date, customers will receive a minimum of five "leads", in the form of Likes or direct messages.

"We have no overheads," says James, who is the sole full-time employee of the company.