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While sugar babies can create profiles on Seeking Arrangement free of charge and a regular sugar daddy membership costs each month, Jack pays ,400 a year to belong to the Diamond Club.

For a sugar daddy willing to pay up, the site says it verifies his identity, annual income, and net worth and then ensures his profile gets the most traction by continually allowing it to pop up in the top tier of search results.

"Unlike a traditional escort service, I was surprised to find such an educated, smart population," says Jack, during cocktail hour recently at the Ritz-Carlton in Manhattan.

He said he lives next door in a penthouse apartment overlooking Central Park South and pays ,000 a month in rent.

An increasing number, according to the owners of websites that broker such hook-ups, have taken to the web in search of online suitors or wealthy benefactors who, in exchange for sex, companionship, or both, might help with the bills.

Of the site's approximately 800,000 members, Wade estimates that 35 percent are students.

"College students are one of the biggest segments of our sugar babies and the numbers are growing all the time." Wade rewards students who use a email address to register on Seeking Arrangement by automatically upgrading their free, basic membership to a premium membership, allowing them to send unlimited free messages and granting them exclusive access to the site's cadre of VIP sugar daddies.

Jack says he meets up twice a week with a young woman from Seeking Arrangement.

He typically forks over about 0 a night -- and that's not including lavish dinners at Daniel or shopping excursions on Madison Avenue.

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