User:HelenEdits/sandbox

True is a multimedia social media platform for sharing with family, friends and groups without ads, tracking or fees. The platform emphasizes privacy, real relationships over followers, and a business model that does not rely on surveillance capitalism. As of June 2023, True has more than a million downloads on the Apple App Store and Google Play. ,

True was created in Mill Valley, California by software entrepreneur Bret Cox as an alternative to Facebook. Its lead investor is former Microsoft executive and billionaire Paul Maritz, who has committed $15 million to the product’s development. True has around 20 employees as of 2023.

History

Following the Facebook Cambridge Analytica controversy, Cox became fed up with the way Meta Platforms handled user data on Facebook and Instagram and decided to create a new social platform where people could connect without their personal information being used for targeted advertising. The result of this effort was True, which had a soft launch in 2021 followed by an official launch in August 2022. ,

True’s user base doubled over the 2022 holiday season. In February 2023, the app was ranked first on Inc.’s list "5 Emerging Social Media Platforms to Watch in 2023".

Features

True users connect with each other in Threads, groups that combine the privacy of a messaging system with a rich media social feed. Users can create invitation-only Private Threads or Public Threads that are discoverable to others on the app. Content creators have also found success on True, among them KTLA technology journalist Rich DeMuro.

True was built on principles of privacy by design and value sensitive design. For example, content in a Thread is not visible outside the app regardless of whether the Thread is public or private. True does not have an open API or share information with third-party developers, nor does it track users’ activity off the app, two key privacy concerns with Facebook. When a user on True deletes their account, it is immediately and permanently removed from the server.

True’s design has been described as “bright and cheery” and "simple...minimalistic, yet modern and inviting". , Its look and feel was inspired by Mill Valley’s abundant natural beauty.

Business Model

True is free to download and use on all operating systems. The app plans to eventually introduce keyword-based ads similar to those used DuckDuckGo’s private search engine. The ads will appear only in public Threads; private Threads will remain ad-free.

True may also consider incorporating in-app purchases, such as the opportunity to pay for additional public content or features.