From what I make of it, it's apparent that the business model is that of "professional listeners" i.e. a few listeners charge for their service and essentially become an online version of therapists without being therapists. (although a few do appear to be trained as such and they charge their usual rates, most of the people on the roster don't appear to be professional psychologists)
This all fine and good, but the problem within the model though is that there's a tension between the positive side vs. the revenue side: we volunteer and help people who need a listener, but we try to nudge people towards paying for these sessions. This manifests itself through these constant popup windows while the listener is engaged in a heavy emotional conversation. Imagine you're pouring your heart out to someone and things are at an emotional juncture, and a sickly cheerful popup comes up on the screen cajoling you to sign up or rate the listener. It feels horridly out of context and it takes away the experience of the person within that moment. And this has happened to me 4 times so far in around 25 minutes.
Of course, the thing is that 7 Cups of Tea needs to convert its users and it needs to make that happen relentlessly, but the key over here is subtlety and I feel that this design iteration, sadly, misses that. However - from an outside perspective - it doesn't have to be this way. You see, anyone who visits this website and connects emotionally with a listener experiences the purest form of engagement - emotional engagement and a genuine empathic bond with someone. If the person or the bond is strong, then there is no reason why they won't sign up, after all the product has touched the very core of their being. Of course they will sign up, if there isn't any friction! They're hooked and they want to maintain that bond. They want to connect with this person again and they want to feel that sense of connectedness again and again. They want to feel okay again and again. So really the best thing 7 Cups of Tea could possibly do is get out of the way and let people connect with one another and let things flow from there.
In other words, this can be so much more. It has the ingredients of being so much more. It just needs the right touch. A light touch.