While there is no official handbook or rule guide, most dating apps operate more or less the same way.You download the app, create a profile, add some of your favorite pictures, and write a short bio.

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"We believe it’s natural for someone to feel a powerful sense of attachment to a long term partner, while experiencing romantic love for somebody else and at the same time, feeling sexually attracted to a diverse range of people," founders Roman Sidorenko and Alexander Kukhtenko state in their manifesto.

"Government, society, and religion have oppressed human sexuality in the past and continue to do so today.

Pure, which is hoping to ride the wave, raised a seed round of $200,000, according to a report in the New York magazine, and is currently soliciting additional investments.

"Current market players let you see who is nearby and online, but what's not clear is are they available for meeting right now, and it's also not clear what are they looking for - just chat, LTR, dates or meeting someone for a coffee," Sidorenko told The Telegraph.

You could end up looking like Kendall Jenner or Zendaya, or even a zombie.

Developed by Get Pure, a startup created by two entrepreneurs from Russia and the Ukraine, the 'Pure' app strips away the profiles, chats, and other features associated with online dating services to deliver sex on demand.

Following Pure’s initial launch on i OS it will be available on all major mobile operating systems, and is expected to cost .99 (£6.37) for 24-hour time slot, but this is yet to be confirmed.

Pure will be the latest addition to a new genre of apps designed to help people find sex-on-demand.

In Federighi's demo, he showed how using Square in the app drawer would allow i Message users to send money through the app, kind of like how Facebook or even Paypal lets people send money.