ST. LOUIS, Mo. (KMOX) – It all looks so easy in those TV ads, you join an online dating service, meet your soul-mate right away, and everyone lives happily ever after.

However, with traffic at those sites picking up just before Valentines Day, new warnings that the reality may be a lot less idyllic.

Chris Thetford with the Better Business Bureau of St. Louis says what they don’t tell you is that online dating sites can be minefields of disappointment and heartbreak.

“You have to be very very careful because its an imprecise science that’s very difficult,” Thetford said. “Dating take a lot of work.”

Thetford says he’s received a steady stream of complaints from unsatisfied customers.

“They have felt at time that the companies have used intimidating sales tactics.” Thetford also points to minimum enrollment periods and simply being ignored.

He says it’s not always the dating site itself looking to mislead you. “People will post profiles and want to connect with you online then quickly start asking you for money.”

His advice: Do a little homework and ask other online club members about their experiences before jumping in feet-first.