A technique used by online dating sites such as AdultFriendFinder, Ashley Madison, and CougarLife to scam money from gullible horny people. After joining, the user starts to receive messages from other "users", which requires the user to pay in order to read and/or respond. If the user pays to respond, they do not end up meeting an actual human; rather, it results in the company's revenue increasing and a dry area between the user's legs.
Horny Guy: Bro! Check this out! I signed up on Ashley Madison 5 min ago, and before I even made a profile, I got a message from RealHornyGurl69! Her profile is super hot!
Wiser Friend: Oh really? What does it say?
Horny Guy: I dunno, it's a "Collect Message." I have to buy some credits from them so I can read it.
Wiser Friend: No way, dude. It's date bait.