There are online marketplaces for anything from private jets to cleaners, so it was only a matter of time before "paid dates," or escorts, came next.
An app called Ohlala launched in Germany earlier this year in a bid to take the Tinder-style concept of meeting people and setting up dates a step further – by letting woman set a price for men to go out with them.
Describing the app in an interview, the founder said it's in between an escort service and a dating app.
"We don't know what is happening on the dates, so I can't confirm that it's an escort service. When the matching is taking place, all of what is happening is agreed upon in the chat," Pia Poppenreiter, chief executive of Ohlala, told CNBC by phone ahead of the Slush technology conference in Helsinki, Finland.
"I think we are in between dating apps and explicit escort sites. It's more private and we are very straightforward and not pitching it on finding the love of your life. We are saying you can have fun for a certain amount of time. People always know what the others are looking for."