With Valentine’s Day quickly approaching, we have a consumer alert from the state Better Business Bureau. The warning: Be careful with online dating.

The BBB says it got 2,660 complaints last year. That's up from 824 in 2005 and just 126 in 2004. If you're thinking of dabbling in the world of online dating, you're not alone. The BBB says 90 million Americans are logging on with you.

"They're certainly not going to tell you if they're an ax murderer or that they've got a criminal record and are on the sex offender registry," says Justin Patchin, an associate professor of criminal justice at UW-Eau Claire.

Which is why Patchin says it's up to you to make sure you're extra careful with the info you're giving people online and where you're putting it.

"I would certainly, if you're going the route of online dating, stick with a major site. I would think if there have been major problems we'd probably have heard of them by now," Patchin says.

Consumer complaints to the BBB talk of rushing into an online dating service.

Roland from West Allis says "although I did sign, I felt coerced into it, and I was not told about any three day time in which to cancel membership."

Charles from Mequon says he was hacked. He wrote that "the service and/or its members send out e-mails that appear to break into an e-mail account contact list and send out unauthorized e-mails to the contacts."

And Christine from Milwaukee says she did not get what she paid for. She's trying to get a refund.

"They can be, if used responsibly and appropriately, a really good thing. The concern is there are always people looking to take advantage of people. Just like if you meet someone in a coffee shop, you need to be skeptical, you need to keep yourself safe, and you have to be smart,” Patchin says.

CLICK HERE if you want to see what the BBB has to say about an online dating service before you sign up. You can also call 1-800-273-1002.