The website makes many claims about doing business ethically - they even state that they do not pay the girls on the site.
In fact the site is a portal for "dating" businesses in Ukraine. And the businesses are incentivised to rack up fees. Every bit of communication costs - a letter, a chat, a paid introduction (called an "intimacy request").
The site tells you how the site works, but if you ever actually meet a girl from the site you quickly learn that it is only the beginning of a money trap.
The site itself is very sophisticated - they have a strong business model and do a lot of data mining. The number of girls who will contact goes up as your monthly billing period is coming to an end. If you cancel (and you cannot just cancel you have to wait for the end of your billing period) then the number of girls contacting you will soar.
When you pay (and it is not cheap) for an intimacy request, you are paying for the ability to exchange private information like email addresses, skype addresses and phone numbers - before you pay for an intimacy request the site censors this kind... (Read the full review)