In my opinion, the restructure that took place over the past year and a half came too top heavy and field directives didn't match up. While corporate personnel wanted to minimize competition among branches, the compensation structure was set up to encourage divisions among branches, markets and co-workers. 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.Still, it is the subject of much controversy, as members have no way of knowing whether the wink was automatic or manual, and thus creates confusion.Some people have asked in their profiles not to be winked at for this exact reason.Thanks to Bluesmatch and after a period of less than 3 months I seem to have met my perfect partner.I am now in a brilliant relationship beyond any of my expectations I have never ever felt so happy and alive in my life and she feels exactly the same.
The feature can be disabled at any time, and True maintains that this feature encourages communication between members.
Another True member discovered Wells' criminal history and alerted the company.
Blogger David Evans is quoted in The New York Times as saying True's competitors were upset with True's sex-themed ad campaign, saying that "they worked hard to overcome the stigma of providing these services, [a]nd True comes in, grabs the lead in page views and drives up the cost of dating keywords on the search engines for everyone else." The New York Times and Online Dating Magazine have noted examples of customers having frustrating experiences trying to cancel their service, including the service failing to honor their cancellation request and charging them for several more months.
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.