Most dating services are little more than ad platforms; you advertise yourself and you can pay to have your ad shown to more users (though their prices are ridiculous with no indication of effectiveness, and border on scams that actually hinder matches unless both people are paying, especially Tinder with its severe nickel-and-diming and predatory dark patterns.)

A true match-making service would automatically match people based on their criteria, preferences and shared interests.

Of course, if a dating service is truly effective then its users will no longer need it. :)