What do you tell your spouse after signing up for a dating service? “I did it for the frequent-flier miles.”

Travelers fell in love with an offer of 150 points from British Airways for every dollar spent by U.S. customers on new subscriptions to Match.com. U.S. members of the BA loyalty program could also get 130 Avios points, as they’re called, per dollar with eHarmony. A $215 annual Match subscription earned 32,250 points, enough to make hearts flutter among mileage fanatics.

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