In 2004 the domain name was purchased and the company changed its name.
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.
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.
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." True will cancel the account of anyone found to be married, separated or having a pending divorce without warning, and also reports them to the Internet Crime Complaint Center (IC3).
Convicted felons will not only have their accounts canceled, but are reported to the IC3 and to local authorities.
The company has even filed lawsuits against individuals for misrepresenting themselves on its site, under the premise that doing so is wire fraud.
Most notably, it sued Robert Wells, a 66-year-old convicted felon and child molester from Walnut Creek, California.
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