When a Pokémon with this Ability is hit by a move that makes contact, there is a 30% chance that the attacking Pokémon will become infatuated if it is of the opposite gender to the Pokémon with this Ability. This Ability will not activate if the Pokémon with this Ability is genderless.
If a Pokémon with this Ability is hit by a multi-strike move that makes contact (such as Fury Swipes), each hit has an independent chance to activate this Ability.
Outside of battle
From Pokémon Emerald onwards, if a Pokémon with Cute Charm is in the first place in the party (even if fainted), there is a 66.7% chance that the game will force an encountered Pokémon to be the opposite gender to the Pokémon with Cute Charm if it can be that gender. This does not affect a swarming Pokémon species or Pokémon found in Hidden Grottos.
Effects on personality value
In Generation IV only, when Cute Charm forces a Pokémon to be a specific gender, it does so by setting its personality value to one out of 25 possible values that correspond to the forced gender (one value per nature). The set of possible values depends on the gender of the Pokémon with Cute Charm, and, if the Pokémon with Cute Charm is female, the wild Pokémon's gender ratio. This has significant consequences for properties determined by personality value.
As a result, when the encountered species can be affected by Cute Charm (i.e., when it is not a male-only, female-only, or genderless species), the chances of encountering a Shiny Pokémon differ from the usual 1/8192, depending on how many of the 25 possible values forced by Cute Charm result in a Shiny Pokémon (in conjunction with the Trainer ID number and Secret ID): they may be as low as 1/24546 (if none of the 25 values forced by Cute Charm result in Shiny Pokémon, so the Pokémon can only be Shiny if Cute Charm fails), or as high as 21.34% (if 8 out of the 25 values forced by Cute Charm result in Shiny Pokémon).
Additionally, Spinda whose gender has been forced by Cute Charm in Generation IV only have one of 50 patterns (25 for male, 25 for female).
May inflict the Infatuated status condition on the attacker who hits it with a direct attack.* When the Pokémon is hit with a direct attack like Tackle or Scratch, the attacker is sometimes afflicted with the Infatuated status condition!*
Sometimes when Lopunny makes contact with the opponent while the opponent is of the opposite gender of Lopunny, it falls in love with it, making it hard for it to attack female Pokémon. While it is in love, its eyes are replaced with hearts and it drools slightly.