True is known for its strict policies regarding background checks, which are used to ensure that members are not felons or married.Vest reports 16 million total members, as of May 2007, True advertises aggressively online and spent .2 million in online advertising from January to November 2006, more than any other online dating service.
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True was an online dating service that was founded in 2003 by entrepreneur Herb Vest. Its original name was True Beginnings.com, but the company felt that this name was too limiting, as company leadership wanted to expand the company into other markets one day.
In 2004 the domain name was purchased and the company changed its name.
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.
True has lobbied state lawmakers in favor of legislation requiring online dating services to disclose whether or not they conduct background checks.
True is currently supporting bills under consideration in Texas, Michigan, and Florida.