Not to be confused with the Google product of the same name, TrueView aims to disrupt the crowded online dating sector by matching users based on their social media habits as opposed to their self-proclaimed identity.

A member of the original Wayra UK in-take, TrueView is a three-strong outfit co-founded by Matt Verity, formerly associate creative director of Glue Isobar, and Andrew Ibboston.

More recently the company has been ranked among the UK’s Top 100 start-ups and although the idea for the business started a little over 18 months ago it is not poised to launch until midway through next month.

The relatively slow progress has been due to the three members working on other jobs but since gaining investment from Telefonica, as part of the Wayra scheme, it is now in full swing.

Ibboston told new media age the idea for the service came after he spotted a gap in the market as dating sites ask people to pitch themselves in a “hard sell”, see video below.

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TrueView

“A lot of people embellish themselves to sound like someone they’re not. I used dating sites when I first came to London but I found the whole process like a prolonged job interview process,” he said.

“Our way of doing things mirrors peoples’ personalities more accurately,” added Ibboston.

Currently the start-up company is in discussions with iVoucher to use the app as a conduit for brands, such as restaurants and cinemas, looking to get involved in the burgeoning online dating economy.

In addition the company is also in preliminary discussions with Bookatable.com and ASOS to get on board. “The whole thinking there is that people can look their best or get things like two-for-one cocktails whenever they’re going to meet someone for the first time,” added Ibboston.

He also acknowledged the perceived reluctance to use vouchers and discounts when meeting someone on a first date but said that his team was trying to work around the matter.

“We’re trying to get as many things as possible but there is a model there,” he said.

“We’re trying to address the language behind it, as we understand that people don’t want to look like ‘Jonny Cheapskate’ on their first date.

TrueView is also considering the option of introducing in-app advertising to its business plan as well as a potential paid subscription model after an initial free membership period.

The TrueView app is set to launch on Android and iOS in mid-August.