SINGAPORE: They had been dating for a month before she found out that her love interest — whom the matchmaking agency had touted as a divorcee — was still married. By then, she had paid the agency close to S$900.

Another victim, an MBA holder, had asked for a match who was similarly qualified. But each prospective suitor fell short — the fourth one quite literally. An air steward, his height was less than the 1.68m stated on his biodata, she complained.

Dating agencies are proliferating across the island, from about 10 in 2006 to some 30 of them now. And the Consumer Association of Singapore (CASE) has seen a parallel increase in the number of complaints against local matchmakers — 22 cases last year, up from just 3 in 2005 and 12 in 2006.

Now, one player hopes to inject some timely professionalism into the sector, by setting up of a branch of New York's five-year-old Matchmaking Institute here. This will be its first outside the United States and it will serve the Southeast Asian market.

The school aims to provide training and certification for matchmakers. It also plans to be the authoritative voice in setting a code of conduct and ethics for the industry.

This private initiative complements the existing accreditation framework for dating agencies — the SDU Trust Mark — administered by the Social Development Unit (SDU) under the Ministry of Community Development, Youth and Sports.

Matchmaking Institute executive director Violet Lim said the main problem with failed matchmaking agencies is their lack of a proper business model. For instance, they do not know the appropriate fee to charge clients or how to draw up an agreement.

Matchmakers also must understand the needs of their single clients, Ms Lim added. "Equipping agencies with the right business skills is not rocket science. The key is to have them get to know the client well enough that they can manage their client's expectations."

The institute hopes that by its contributions, it can expand the dating industry. Said Ms Lim: "More companies coming in will add vibrancy to the market, by giving consumer more options."

As the co-founder of dating agency Lunch Actually, wasn't she concerned about more competition? No she said, as she felt the trend was moving towards agencies catering to niche sectors in the market, such as specific age-groups.

The institute will see its first intake of 12 students next month. The S$3,150 course includes a home study kit, an online matchmaking test and a one-day practical training, leading to certification in professional matchmaking. The institute plans to give out 10 scholarships each worth US$1,000.

While welcoming such industry initiatives that complement efforts to develop and "professionalise" the local dating industry, the SDU noted that much would depend on the quality and relevance of the courses offered.

Ms Cynthia Lee of dating agency Exclusive Match said that the Matchmaking Institute would help elevate standards in the industry and help connect all local agencies. One idea the school is looking at is to collate databases on all the local matchmakers and the profiles of their members.

Users of matchmaking service also welcomed the industry guidelines and training. Internet marketer Fabian Lim, 37 -- who had disappointing experiences with two dating agencies before finding his fiancé through Lunch Actually -- said the institute "will definitely help boost consumers' confidence".

With clients paying up to four-figure sums to find the love their lives, it was important that dating agencies are regulated along formal standards, he added. - TODAY/ra