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Seeking review

Sugar dating site, now sold as "luxury dating" (formerly SeekingArrangement) · Reflex Media, Inc. (Las Vegas, NV), with W8 Tech affiliates; founder Brandon Wade · Last checked November 2026

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Seeking is the former SeekingArrangement, founded in 2006 by Brandon Wade and run by Reflex Media in Las Vegas. It is the name most people mean when they say "sugar daddy site", even though it has spent years walking away from the word: it now calls itself a luxury dating site, and its terms ban using it "as an escort, prostitute, or for compensated companionship." Our guide to sugar dating and the law explains why the whole industry made that move after 2018.

It has the strongest verification of the five: since February 2025, new members must pass an AI selfie liveness check, with ID and background checks optional. That proves a real face, not good intentions, and Seeking says outright that members aren't subject to mandatory background screening. The privacy policy says it doesn't sell user data but does use it for ad targeting, and it deletes accounts after a year of inactivity.

Prices are hidden until you sign up. A review site listed Premium at $109.99 a month in 2025, the most expensive subscription we found; our cost comparison has the rest. Every purchase is final under US terms, and the BBB profile for its parent company was "Not Rated" with 47 complaints in three years.

The facts

What it costs (and who pays)

Seeking says it is "100% Free to Join". Its terms describe paid subscriptions and credits that renew automatically until cancelled, and say all purchases are final except where EU, EEA or UK law says otherwise. The FAQ names a Diamond tier but no price; prices appear only after sign-up. DatingGroup, a third-party review site, listed Premium at $109.99 for one month and Diamond at $274.99 (Aug 2025), and said women can message free "if eligible" or otherwise pay for an Attractive Member plan at $19.99 a month. We could not confirm any of this on Seeking's own pages (checked Nov 2026).^[1][2][3]

Who's on it

Founded as SeekingArrangement.com in 2006; seekingarrangement.com now redirects to seeking.com. By February 2022 it had rebranded as a "luxury dating" site, and its terms no longer use the word "sugar" and ban using it "as an escort, prostitute, or for compensated companionship". Members must be 18. Seeking's About page claims "tens of millions of members"; Wikipedia cites a company figure of 46 million in 130 countries for 2024. Those are the company's own numbers.^[4][2][5]

Verification & safety

Since February 2025 new members must pass an AI "selfie liveness" check; long-standing members were exempt, and verified profiles get a badge. ID verification and background checks are optional (background checks US-only), and the site footer says members are not subject to mandatory background screening. We found no income or net-worth verification. Seeking says its systems have blocked tens of thousands of fraud accounts; that is its own, unaudited claim.^[6][1]

Privacy record

The privacy policy (effective Apr 15, 2026) says "Reflex does not sell the Personal Data of our users" but does use it for targeted advertising, with an opt-out. Accounts inactive for 365 days are deleted, and verified deletion requests are handled within 30 days. Selfie data is not used for marketing. We found no reported breach, and Have I Been Pwned lists none for Seeking (checked Nov 2026).^[7][8]

Scams & regulators

The BBB profile for Reflex Media (which also covers WhatsYourPrice) was "Not Rated" in Nov 2026, not accredited, with 47 complaints in three years. A Dec 2024 New York Post report quoted a former PR representative calling the site rife with scammers, and cited a House Ethics report saying an associate of Matt Gaetz used it; the company did not comment. We found no regulator action against Seeking itself.^[9][10]

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