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The site seeks to create an exciting venue for like-minded people to meet and not be taken too seriously.

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.

True employs an optional, automatic "wink" to its members which seem to come from other members, without the latter's knowledge.

The feature can be disabled at any time, and True maintains that this feature encourages communication between members.

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 $52.2 million in online advertising from January to November 2006, more than any other online dating service.

Be has a stimulating layout that is easy to use with its noticeable icons.