Partly because of its ad campaign, True became, in only four years since its founding, one of the most visited sites in the online dating industry, according to The New York Times.On September 14, 2007, the New York Times' "Bits" blog reported that an executive at a major Internet company said that True is delinquent on its advertising payments on his and other websites and has had to cut back on advertising as a result.Vest reports 16 million total members, as of May 2007, True advertised aggressively online and spent .2 million in online advertising from January to November 2006, more than any other online dating service.True's ads vary in theme and often feature provocatively dressed women with sex-themed taglines such as "It's nice to be naughty." These ads were particularly prevalent on My Space.True has lobbied state lawmakers in favor of legislation requiring online dating services to disclose whether or not they conduct background checks.
In 2004 the domain name was purchased and the company changed its name. sid=&nm=&type=Multi Publishing&mod=Publishing Titles&mid=7155F7796F354F21B1183937D847D6DF&Aud Id=91D6A3BAF82C4E7A83278901E7E75565&tier=4&id=7F23BCFED8E74F9B841D87A0AF7FBB49. Partly because of its ad campaign, True has become, in only four years since its founding, one of the most visited sites in the online dating industry, according to "The New York Times".
In 2004 the domain name was purchased and the company changed its name.
True is known for its strict policies regarding background checks, which are used to ensure that members are not felons or married.
On September 14, 2007, the "New York Times"' "Bits" .
CEO Herb Vest has expressed a preference for pursuing such bills at the state level, saying "state legislatures are particularly vulnerable to influence from special interest groups because they are less in the media spotlight than the national Congress." (IC3).