Windsor-based WhiteLabelDating, a provider offering branded dating websites to online publishers, is buying ServicePals, a social network for current and former UK military personnel, for £300,000, NMA reports. WhiteLabelDating touts its platform to brands as well as individuals and claims to give back up to 75 percent of advertising revenue. Individual sites can draw on the millions of members already registered across the network. Its clients include Emap (LSE: EMA), which runs dating sites for its FHM, More, Magic and Maxim brands. It’s not clear what WhiteLabelDating wants to do with ServicePals (it could add its dating component to the site, which already has 120,000 members), but the buy is “part of its move into the social network arena”, NMA said.