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.Virtual reality and apps can be used to simulate sex and intimacy — and allow separated lovers to remotely control sex toys and other devices designed to transmit pleasure or affection. Facebook last year introduced a function that allows people getting over romantic relationships to control how much they do or don’t see of their ex, while allowing them to remain “friends” on the social network.Facebook dubbed the feature “take a break.” Having trouble finding someone new who shares your interests?
Struggling to stay connected in a long-distance relationship?
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 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 advertised aggressively online and spent .2 million in online advertising from January to November 2006, more than any other online dating service.