The cards also have a short ID code on them, with a URL for the Cheek’d website. When a suitor receives the card, the idea is that they’re so filled with curiosity that they enter the code on Cheek’d and are taken to your profile page. Cheek’d calls it online dating in reverse.
You get the first month free, and can also get a free deck of five cards (shipping and handling not included.) Past that, you pay $9.95 for a monthly subscription (which basically means you pay $10/month to keep your profile live). Cards you still have to pay for, and decks come in various sizes with corresponding pricing.