Tinder and Massage Therapy girls?

So, what's up with all the Tinder profiles that have ad's for "massage therapy" and sometimes even blatant references to full service? These ad's usually reference a snapchat or instagram and instruct you to include a codeword that is to be used when messaging and listed in one of the Tinder profile pictures along with a list of services. Is Tinder becoming a sneaky platform for providers to advertise, or is this just one of the many ways that folks are using to lure desperate people into getting scammed?