In this first instalment of Inside Wayra, we bring you news of TrueView, one of the founding start-ups of the Wayra UK academy. TrueView is an app-based dating service, which will launch this month on the iTunes Store.

Defined by its strapline, “Don’t Sell Yourself, Be Yourself,” TrueView is all about using the benefits of technology to create an accurate representation of a user’s interests. It has been labelled as the re-invention of online dating because it builds a profile by logging and linking status updates a user shares with the app. For example, you might be watching a heart-warming repeat of Love Actually, be at The O2 for a Rolling Stones gig or even perfecting your Thai green curry recipe at home. All of these updates are collated and used to build a profile. The app therefore moves the user away from commonly felt pressures to embellish themselves or their interests.

TrueView is entering a lucrative and growing UK market. According to Metaflake, nine million people now use an online dating service in the UK. The industry was valued at £170 million in 2012, at a growth rate of 6%, marking a significant change from 2000 when the concept was first launched and supported by 100,000 hopefuls that relied on a dial-up internet connection.

As one of Startups Top 100 start-ups of 2012, TrueView has benefited from the complete package of support that our Wayra academies offer in twelve countries across Europe and Latin America. Funding, customised workspaces and expert mentoring from Telefónica stakeholders and guest speakers are all provided for at least six months, creating a purpose-built environment for accelerating start-ups.

Wayra was founded by now COO of Telefónica S.A. Jose Maria Alvarez-Palette Lopez in April 2011 with the aim of promoting innovation and identifying digital talent in Europe and Latin America. Our twelve academies are currently home to a total of 170 start-ups.

The London-based UK academy was opened by Mayor of London Boris Johnson in June 2012, and received over 1000 applications for its first “call.” There are currently nineteen start-ups based at the London academy. They will be replaced in the spring of this year by a second intake.

The provisions offered by Wayra provide a vital resource in helping entrepreneurs to realise the potential of their businesses. The national press, lobby groups and entrepreneurs frequently refer to a lack of available financing and mentoring as being key impediments to growth and expansion. Telefónica’s Wayra academies directly confront and offer a solution to these widely faced challenges.


Follow the UK academy @WayraUK or visit for updates and more information.

Follow TrueView @TheTrueView and check out their Valentine’s launch party on the 14th of February –

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