Pay day loans have become so popular because you can get your money even before its been paid to you. The downfall is that there are fees for this service and if you do not repay the loan on time, penalties are huge. The pros are that they can help you get out of a tight spot if you really need the money. However, they should only be used in cases of absolute necessity as they come with fees that can reduce your ability to pay your next set of bills.