To the Ash­ley Madi­son “guest,” or non-pay­ing mem­ber, it would appear that he was being per­son­al­ly con­tact­ed by eager women. But if he want­ed to read or respond to their mes­sages, he would have to shell out for a pack­age of Ash­ley Madi­son cred­its, which range in price from $60 to $290. Each sub­se­quent mes­sage and chat cost the man cred­its. As doc­u­ments from com­pa­ny e-mails now reveal, 80 per­cent of first pur­chas­es on Ash­ley Madi­son were a result of a man try­ing to con­tact a bot, or read­ing a mes­sage from one.