Love and Friends
Love and Friends Registration
Love and Friends Search Options
Love and Friends Profile View

Our Review is run by Love and Friends Limited, which is a private UK company, owned and managed by Gillian McCallum. He started it in 1999 along with Andy Maccabe, drawing inspiration from their much-loved matchmaking agency called Drawing Down the Moon.

Primarily, Love and Friends is a platform that provides a nice and friendly environment to what the moderators like to call "thinking persons." As such, it boasts of high-calibre members who are professional individuals serious about finding love and meeting new friends. The site explicitly prohibits casual encounters as the main purpose of its creation is to build relationships founded on love and friendship. 

As a secondary purpose, the platform serves as an affiliate or partner to websites and other dating sites that promote the same values and principles. Such program is also called as the LoveandFriends Whitelabel Network. This is another way for the moderators to improve their matchmaking scheme, by connecting singles from different frontends who have the same interests in life. There is no need to worry as this doesn't mean that your data is being shared with any third-party site. You are always protected by the company's privacy policy.

Unlike other dating sites, Love and Friends admits that it is not the largest dating site in the world or even in the UK alone where it is holding office, nor does it wish to be. McCallum believes that quantity is important, but he prefers to value quality above anything else. As he would like to call it, Love and Friends like to keep it old school while keeping it cool.

Is Love and Friends finally the end game? Will it, once and for all, put an end to your shadows of doubt in searching for love? Join us as we unravel all the truths and scoops about this dating site!

New members at Love and Friends in May 2022 in comparison

Here you can see how membership figures at Love and Friends are developing compared to others

Test Match for free

Love and Friends Member Structure

300,000 from United Kingdom
Members activity
6,000 active weekly
Gender Proportion
50 %
50 %
  • Most users are indeed and evidently thinking individuals
  • Members are seriously looking for love and friendship
  • Majority of the site's users are from 25 to 45 years old
  • There seem to be no fake profiles, scammers, and bots
  • Most members are from the United Kingdom and Ireland

During our test, almost all profiles we were able to check have three to four photos. Aside from that, we also noticed that they are complete and that the owners have already taken many quizzes and participated in a number of polls and forums. We have encountered some who didn't have photos displayed, but they still seem to be genuine as they have completed their profile information, leaving no unanswered field.

As such, this may give us the conclusion that the site is probably free from fake profiles, bots, and scammers. Although it is easy to create an account, the moderators are clearly doing their job in checking and verifying all of its new members' authenticity and integrity. Well, this is a major plus, considering that getting rid of frauds is something to cross off your list in terms of online dating safety.


Love and Friends Age Range and Age Distribution

  • 18-24
  • 25-34
  • 35-44
  • 45-54
  • 55+

Signing Up at Love and Friends

Love and Friends Registration
  • Sign up through Facebook or a valid email address
  • Registration takes up to 2 to 3 minutes
  • You need to be over 18 to be able to join
  • Site is password and username sensitive
  • There is an email validation process

Creating an account for Love and Friends is simple and easy. It might take two to three minutes before you can finally complete the process but this is because the site won't let you join unless you answer some basic information about yourself. You also need to reveal where you discovered the site (e.g. Google, Facebook, LinkedIn, Magazines, Newspapers, etc.) and tick the box indicating that you agree to the site's terms and conditions.

Below the designated box for the initial registration process, there are notes about the dos and don'ts. The site has stated their specific guidelines to make your joining experience smooth and uncomplicated. Here are some of them:

  1. For your email address, use a valid one. No worries as the site won't send you spam emails or whatnot. The need for a valid address is so that the site can relay messages to you anonymously or send dating tips and other related advice.
  2. Your password can be up to 16 characters long maximum. No spaces and symbols allowed – only numbers and letters (uppercase or lowercase).
  3. The site does not recommend using your real name as your username. You are also not allowed to use symbols and spaces. The only symbols that the site allows are a hyphen "–" or an underscore "_".

Once you're in, you are asked to complete some profile information before continuing to the site. After filling out such section, just click the continue button and you'll be redirected to the "upgrade premium" page. You can choose to avail then and there but you may also choose to continue as a free member. Thereafter, you're taken to a page where you can finish your profile but you can always do that later. 

Making Contact on Love and Friends

Love and Friends Search Options
  • Contact other members via sending messages, winks, icebreakers, or e-cards
  • Match suggestions and contact proposals are only for premium members
  • Displaying currently online members is a premium feature
  • Profiles of most members are compendious and engaging
  • Lots of ways to search for other users, particularly for subscribed accounts

Love and Friends values proper communication more than anything. Aside from wide and comprehensive search options, it also offers a variety of ways to let you contact other members in the nicest and simplest way possible.

Here are its messaging features:


This is a quick way to let other members feel your presence. When you click it, a small popup appears and you have the option either to send a short, sweet message or deliver a wink without leaving the page you're in.


In here, you can send a default image to another member from a list of graphics under different categories (e.g. badges, animals, hearts, etc.). Note, however, that basic accounts may only send images while paid accounts may send images with messages.


This allows you to flirt a little and send winks to a member you find interesting. Premium members can wink all they want while free members might need to carefully choose who to wink at as this feature is limited for them.


You are given a set of designs and you can choose whichever you want. After that, you may customise your card by playing with the fonts, font sizes, and font colours. When you're done, you can have the option again to get a read receipt of your message and/or send a copy to your inbox. However, such options are only for subscribed users.


This looks like traditional emailing where you get to write a subject/headline and the body itself. You can even attach a photo, an e-card, or a smiley if you want. Thereafter, you have the option again to get a read receipt of your message and/or send a copy to your inbox. However, again, these options are only for premium members.

Note that for all of these messaging features, your message is delivered to the other person but it is locked. This means that he/she may not readily view and read it. If you want it to be unlocked, you may avail of a plan or ensure that you have tagged enough people for the day.

This brings us to the "tagged" feature. Every week, you need to tag at least seven people. Tagging works like how you do it on Tinder and other dating sites. You vote for a "yes," "no," or "maybe," on the profile of the persons in your list. Unlike the usual way, you're not shown a picture or a profile. Instead, you get a list of the people you haven't tagged yet. This is a way for the site to make sure that all your possible matches are put on your plate.

You can find this function under the search options. The search options are composed of the following:

Speedy Search

For this function, there are only three choices which are free for all members: Show All, Not Yet Tagged, and Blocked. If you are a paid member, however, you can have access to the six other preferences, which are: Ideal Match, Online Members, My Favourites, Whose Favourite Am I, Mutual Matches, and Who's Tagged Me.

Dating Exchange

This feature works with the help of other niche dating and social networking sites. It allows members of any participating site to contact the members of other sites without the hassle of having different profiles in different dating sites. It is being encouraged by Love and Friends as the company also serves as an affiliate to other websites. 

Detailed Search

This is the same with Speedy Search, except that the filters are more extensive. You can look for your type of man/woman blow by blow, detail by detail, and bit by bit. Unfortunately, only premium members are allowed to use it.

Matching Search

This section allows you to customise the search for your match based on a general preference. It only has the essential details like gender, sexual orientation, location, physical appearance, marital status, etc.

Search by Username

If you're looking for a specific person you have encountered while maybe reading a blog or participating in a poll, you can type his/her username here and his/her profile will immediately pop out like a bomb.

Evidently, only one with no sense of excitement will get bored with this platform. Whether basic or premium, you have a myriad of options to initiate a conversation or merely interact with another member. As long as you have the most genuine intentions and you don't have an offensive mouth, you are allowed to be a part of the site's interactive community.

Love and Friends Profile Quality

Love and Friends Profile View
  • Profiles genuinely provide an abundance of information about the members
  • Profile completion is not necessary but it is recommended
  • Updating your username requires a premium membership
  • Photos must be in a .jpg form, 500kb max, and at least 150x200 pixels

    As a dating site for "thinking individuals," it comes to no surprise that each profile on Love and Friends is filled with a multitude of information about the owner. Your profile is divided into 10 different subcategories. These are:

    1. Basic Info - birthday, location, marital status, physical appearance, etc.
    2. Main Descriptiona catchy headline and a brief description of you.
    3. Photos - must not be nude/crude, sexual/sensual, or suggestive pictures.
    4. Wordy Stuff - education, appearance, religious beliefs, occupation, etc.
    5. Interest & Activities - languages, music, sports, hobbies, favourites, etc.
    6. My Partner - a description of your potential match, including his/her location, religion, etc.
    7. Compatibility Part 1 - attributes, attitudes, etc.
    8. Compatibility Part 2 - activities, sense of humour, relationship goals, etc.
    9. Quizzes/Polls/Scrupples - list of quizzes/polls you answered and list of quizzes/polls you may take.
    10. Private Information - email address, password, full name, address, mobile number.

    If you want to be an active and serious member of this dating site, we suggest answering all these fields. We noticed that almost all of its members have complete and accurate profiles. You don't want to be left behind and thought of as a fraud just because you didn't complete your profile. Think of fleshing out your profile as an investment. When another person wants to get to know you, he or she will get an idea of who you are and what to talk about.

    Love and Friends App

    Love and Friends Mobile
    • No mobile application available; just a compatible mobile version
    • Design and user interface is the same as the website
    • "Tagged" feature is more visible and easier to find
    • Tabs of features are compact and easy to navigate
    • Convenient and handy yet needs a little improvement

    Love and Friends has no mobile application but it does have a mobile version which is compatible with any browser. The mobile version's design and user interface are the same as the ones on the desktop version. The tabs for each feature are also compact and easy to navigate. It is a more convenient and handier way of accessing the site yet it needs a little improvement, particularly in terms of page loading.

    Despite the mobile version's shortcomings, however, we discovered that the mobile version's "tagged" feature is easier to navigate compared to the full site. If you check the desktop version, you might find it hard to locate the "yes," "no," and "maybe" buttons. But if you use the mobile version, the three buttons are right there beneath the profile owner's display photo.

    We couldn't gather any data on why the company has not developed a mobile application of the site yet, considering that they have already been in the business for almost two decades now. What we know for sure is that the owners are not up to gaining a bunch of members seemingly looking for a one-night stand or a quick side sex story. With the world we're living in today, this is probably the reason why they opt to be discreet and off the mainstream.

    Love and Friends Real Life Review

    "I just want to say how happy I am to actually have joined the site. Thank you, Love and Friends for helping me meet a fantastic woman. Actually, thank you for giving me the confidence to approach her. I've known her since college and I was two years her senior. I was shocked when I saw her here on this site (which was recommended to me by my colleagues, by the way). I took the chance and told myself that I cannot 'not' reach out to her. We met in the library a few years back when she asked me a book of Cohen in Logic (yeah, I was the bookworm working in the library in exchange of some school benefits) but we connected through this dating site by pure chance. I have always been cynical about dating sites but this platform proved me wrong." - David, Book Shop Owner, 35

    Design and Usability

    One word: colourful. Love and Friends is a mixture of colours that in one way or another, represent something. All of its pages are in a white background with a touch of the different gradients of pink, green, blue, and orange. Contrary to popular belief that striking is a bit unappealing (sometimes), Love and Friends makes it sure that anyone who's using the site is completely pleased with its colours that may be bright but still somehow, produce an overall calm effect.

    As to the site's usability, it's safe to say that anyone can easily learn how to navigate the site. It is user-friendly and it doesn't take a tech-genius to get a good grasp of how it works. You might get overwhelmed at first because of its bounteous features, but once you learn where they are all actually located, you'll be able to use the site as easy as pie.

    Love and Friends Costs and Prices

    Free Services
    • Create an account
    • Build your profile
    • Send limited messages
    • Basic self-service system
    • Access to some features
    Fee-Based Services
    • Send unlimited messages
    • Upload more photos
    • More search filters
    • Receive match reports
    • 24/7 customer support

    Is Love and Friends expensive or cheap?

    In comparison to other providers Love and Friends is average.

    Duration / Credits / CoinsCostsTotal
    Full Membership
    1 Month19.95 GBP / Month19.95 GBP
    3 Months13.32 GBP / Month39.95 GBP
    Love and Friends Price
    Payment Options
    • Credit Card
    • Direct Debit
    • PayPal
    • Cheque
    Payment discretion
    • The payment will show as "Loveandfriends" on your billing statement.

    Love and Friends offers two kinds of premium subscription: 1 month and 3 months. Other than those already mentioned above, here are the benefits of getting a paid account:


    • Send an unlimited number of messages
    • Allow basic accounts to message you first
    • Send out your email address and phone number
    • Get the chance to send longer messages and read receipt e-cards

    Photos and Features

    • Upload more photos and access all photos
    • Be able to upload a private photo of your own
    • Change your username any time
    • Use incognito mode when looking for profiles

    Search Options

    • Enjoy more powerful searches through more detailed filters
    • Be able to search your already formulated matches
    • Get highlighted and stay on top of search results
    • Use the matchbot intelligent search


    • Receive compatibility and matching reports
    • Find out who have liked and favourited your profile

    The site uses Stripe to process your credit card payments. Upon payment to Stripe, you are redirected back to Love and Friends to finally access the paid features. Should you have any problem with Stripe, you can use Secpay as an alternative gateway to pay. If nothing happens after trying both, you can send an email to the site's customer service and raise your concerns.

    Whichever subscription you choose, your credit card is re-billed automatically. If you want to stop the automatic renewal, just press the "Cancel Subscription" button found on your "My Account" page. However, you must do this five days before the expiration of your current term. Otherwise, the automatic renewal shall continue.

    Special Features

    Even if you're just a basic member, you'll never get bored of Love and Friends. Its special features are available to everyone for free.

    Tell a Friend

    This helps you boost your popularity. All you have to do is give the site permission to send your friends an invitation to join Love and Friends. No worries, though. This is only for invitation purposes – no spam emails!

    Success Stories

    Love and Friends takes online dating seriously. The evidence can be found in their list of success stories that you can read anytime to get you inspired and motivated.


    In here, you will see a list of the dating events that are ongoing around the country. Such events are sponsored by other users, the network's affiliates, or the site itself. You can buy/book a ticket through the site and you can even put your name on the Guest List.


    These are like the quizzes you see on Facebook that are powered by external affiliates. The difference is that in Love and Friends, the quizzes are created and operated by the site's moderators. You can answer them when you're bored and the results are shown on your profile to let other members see what type of person you are.


    You can answer a poll and you can also create your own. This is one way to communicate with other members as you can add comments if you want.


    Just like polls, you can create your own scruple or answer one. These are well-thought questions and ideas that serve as conversation starters.


    Obviously, communication among all users is the heart of the site. Just like in polls and scruples, you can create a thread or comment on an existing one via the forums section. This feature is further divided into eight sections:

    • Noticeboard where you can find general announcements and postings.
    • Trivial Pursuits – where you can post jokes, trivia, and small talks.
    • Debating Chamber – a board where you can debate with others about serious matters.
    • The Lounge a more modest place where simple and nice people meet and interact.
    • Frank Feedback – where you can ask or give frank feedback or advice.
    • The Saloon – a place where you can express yourself more freely.
    • In Site & Support – where you can post your questions about the site.
    • Relationships & Dating – where you can share your insights about dating and being in a relationship.


    If you simply want to read random things during your free time, you can check out the blogs written and posted by other members of the site. You can even add a comment if you want. However, you may only post your own outputs once you become a full member.

    Our rating

    Signing Up: 4.0 / 5
    Making Contact: 4.0 / 5
    Profile Quality: 4.5 / 5
    Real Life Review: 4.5 / 5

    Editor's Conclusion

    Chris Pleines, Author at
    Love and Friends seems to be the epitome of what you can call a great and well-balanced dating site. What caught our attention is its use of different colours to represent something better than a mere call for unbiased dating. The use of various hues is aligned with one of their values: that everyone has an equal right to find his or her perfect match, regardless of gender orientation and life status. Indeed, the site's services are for "thinking individuals," but embalmed in this principle is their respect and acceptance to anyone who chooses to belong in any group. As long as you are reputable, decent, and honourable, you are welcome to join. We have laid the cards on the table and it's up to you now if you'd like to take your chances. Sign up now and see what your future in dating holds!

    Love and Friends FAQ


    What is is a dating site that caters to professionals looking for a serious relationship. It is also an affiliate service, which is connected to other sites that promote traditional online dating.

    Are all members in Love and Friends actively dating?

    Most of the members of the site are actively looking for love. However, there are other users that are more passive than others. The site checks unused and unvisited profiles from time to time and sends the owners an email to delete or suspend their accounts if they don't need them anymore.

    Is Love and Friends just a UK and Ireland based dating agency?

    Majority of the members are from the UK and Ireland. However, a significant number of users are also from other countries, particularly the United States, Australia, Spain, and France. 

    Anyone from any part of the world is allowed to join the site as long as they are genuine. Most of the time, the site personally asks the profile owners to complete the information on their respective pages to validate their authenticity.

    Is Love and Friends only for dating?

    Ninety percent of the site's members are looking for a partner. Only 10% are trying to meet new people and make friends. 

    Although the site is catered mostly to those looking for a date, the "andfriends" in its name is critical as this is what adds a more relaxed flavour to the site. It helps in facilitating a dating experience in a friendlier manner.

    "Internet Dating for Thinking People" – What's that all about?

    The target market of Love and Friends is geared towards educated professionals. Most of its members are more likely to read the Times, Guardian, Telegraph, and the Sunday Sport. 

    This doesn't mean, however, that you need to be a 'graduate student' and have a diploma to be called a 'thinking' individual. Love and Friends is not an elitist. What the site considers a 'thinking' person is anyone who has a decent-paying job and who values good morals above anything else.


    How do I send someone a message?

    To send someone a message in Love and Friends, simply hit the "Message" button on that person's profile or on the search results page. You will then be led to the main 'Send a Message' page.

    What do the badges on top of members' profiles mean?

    There are two kinds of badges you may find on the top page of a member's profile. These are:

    1. Full Member Badge – This means that a member is a full/premium member. Having paid something, it wouldn't hurt to give them some sort of credit. Usually, these members are the ones seriously looking for a date.
    2. ID Checked Badge – This means that the member had his/her ID checked by one of Love and Friends' partner personal introduction agencies. They produced some proof that they are who they say they are. 

    How do I add my photo on Love and Friends?

    To add a photo, just click the "My Profile" link and then "Photo." Hit the "Choose File" button and select the file on your computer. Thereafter, click the "Upload File" button to complete the process.

    I've forgotten my password. What do I do?

    On the login screen, press the "Login/Password Help" link. Your password reminder will then be displayed or emailed to you.

    If there is still a problem, you can email Love and Friends using the email and username you have provided during the registration.

    What is the 'Favourite' list in Love and Friends?

    This is a list of the members whose profiles you have liked and saved while browsing. To add someone as your favourite, simply press the "+Favourites" button on that person's profile. The button will then change into "-Favourite." If you click that again, that person will be removed from your Favourites list.

    Costs and Payment

    Will my free membership expire and my profile be deleted if I don't upgrade?

    No, your Love and Friends profile will stay where it is. However, not using the site for ages might trigger the administrators to delete your profile to save space. But of course, to be fair, they will first send you a notification before doing so. They will give you plenty of time as well to reactivate your account before finally deleting it.

    How do I cancel my subscription?

    Simply go to your account settings by clicking "My Account." Find the "cancel my subscription" button which is displayed next to the "Membership Until" link. 

    You can cancel any time. Note, however, that your Love and Friends membership will continue as a full member for the paid-for period before reverting back to a free account.

    Can I have a refund?

    Generally, Love and Friends has no refund policy. The only instance when it can give you a refund is if the mistake on your payment can be attributed to its moderators' fault. For instance, they accidentally deleted your messages or you requested for a cancellation of your subscription but they didn't do it.


    I'm a free member. Will Love and Friends sell my email to other companies?

    No, under no circumstances will the company sell your email to others. Your privacy is respected irrespective of your type of membership.

    Is there an age restriction in Love and Friends?

    Yes, membership is strictly limited to those who are 18 years old and above. 

    Is Love and Friends safe?

    Yes, Love and Friends is completely a safe dating site. You can further check their privacy policy and terms and conditions by clicking the links on their website.

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    Latest Love and Friends Experiences

    • Char*** 57 years

      Joined and left several times over the years.Same people on from 10 years ago. Used to tell you when they last were active you have to sear... ch.People crop up in search and look active, yet they haven't been on in years?!Very misleading and disappointing. Also you must join for £19.95 to receive and send message. Years ago I recall you could have one or two free messages before being charged. So with people apparently still around and inactive I would be really careful before spending any money! «»

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    Contact details

    Company:Love and Friends Limited
    Address:46 Manchester Street, London, W1U 7LS