In November 2012, Channel 4 News revealed that the company had created a team of employees whose job was to create fake accounts for its network of websites, in order to send large amounts of flirtatious messages to genuine users.Former employees revealed that their job, the details of which they were not permitted to discuss with anybody outside the organisation, was to search the profiles of genuine members from around the world, select the most attractive photographs, and create artificial profiles, known as "pseudos".Each employee was responsible for managing up to 15 different pseudos. Firstly, it was intended to coerce genuine members who had registered for free into paying a membership fee, in order that they could respond to the messages which they had received.

and focused on buying appropriate keywords on Google Ad Words for a dating website.

They simultaneously worked on building a large database of members in order to launch a private label platform to be used by affiliates and partners in building their own individualised dating websites.

The company started out with just one dating site, Singles365.com, which utilised the platform they developed called White Label Dating.

This platform was the first iteration of the company’s current turnkey dating software.

In some cases the employee would then target the same member, using a different pseudo.

It was claimed by one of the former employees that this practice increased the company's revenue by 50 per cent.

Windsor Trading Standards confirmed that it took claims of fake profiles very seriously and had had "ongoing dealings" with Global Personals regarding this practice.

Global Personals claimed to have stopped using fake profiles in 2008: the former employees interviewed by Channel 4 News claimed the pseudo team was wound up in 2010.

In 2013, Global Personals earned the distinction of being the 13th company in the Sunday Times HSBC International Track 200.

The list consists of mid-market companies across Britain and ranks them according to which ones have the most aggressively growing international sales.

Global Personals’ revenue is close to hitting £50 million for the year.