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In the same month, the company changed its signature tagline from "Life is Short.

Have an Affair." to "Find your moment," and updated its brand imagery to replace the image of a woman wearing a wedding ring with a red gem-shaped symbol as its logo.

Any follow-up messages between the two members are free after the communication has been initiated.

Ashley Madison also has a real-time chat feature where credits buy a certain time allotment.

Ashley Madison later alleged further that Silva had kept confidential documents and sought to retrieve them.

Compounding the problem is that "more men than women use the service, with the disparity increasing as they advance in age", and "Men seek sex, while women seek passion." A page on Ashley Madison, entitled "Is Ashley Madison a scam? " addressed some of these issues in an attempt to win over prospective customers and teach them best practices for using the site.

Ashley Madison had over 70,000 bots sending fake female messages to male users.

Unlike or e Harmony, Ashley Madison's business model is based on credits rather than monthly subscriptions.

For a conversation between two members, one of the members—almost always the man—must pay five credits to initiate the conversation.