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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.
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.
The thing is, there's no guarantee that the guy you're messaging didn't get a quickie Las Vegas marriage yesterday, nor can you tell if that woman that seems amazing was just arrested yesterday for romance scam fraud.
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There are no free trials with True; you'll need a credit card just to register for the 'free' three days, which start automatically if you don't cancel your membership within the initial time frame.
While a lofty idea - only allowing members onto the dating site that meet their strict legal requirements for being "available", "single", and "safe", True had problems from the start with privacy concerns (meaning: it was incredibly invasive), cost to benefit analysis (it just wasn't worth the time to sign up, pay, and then discover that there wasn't anyone nearby on the site), and accountability (how do I *know* someone passed all of their requirements, and, how recently? I wanted to love True, and, I heard from several readers while the site still existed that it was the-place-to-be for online daters serious about meeting someone special.