True is an online dating service that was founded in 2003 by entrepreneur Herb Vest. Its original name was TrueBeginnings.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 True.com was purchased and the company changed its name. 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 but it is unclear how many of them are actual paying or active members. Of that, an independent analysis shows an estimated 3.8 million unique visits to the site per month.
