Truphone re-brands as Tru. Forgets to buy the .com (Update: It's owned by Toys R Us)

Without much fanfare Truphone, international mobile roaming and app company, has decided to re-brand as “Tru”. Like all re-brandings this is a path fraught with danger, as people must now be put through the pain of constantly correcting themselves when referring to the company. And it’s always fun when the re-brand is a word you might actually use generically, leading to all sorts of confusion. All very Tru… I mean true.

A post on the site’s customer site says today:

You may have noticed that we are no longer Truphone. Well spotted.

From now on Truphone will simply be known as ‘Tru’- a move that shows our commitment to be Tru to you.

We believe that ‘Tru’ embodies our promise to you. Tru means we’ll give you a fair deal when you travel, charging you local, not roaming rates, in a growing number of countries. We are also the first global mobile network as we are the first to disregard borders when it comes to our price plans.

Our brand new website is the perfect place to find out more about Tru. We would love to hear what you think about it too – let us know by emailing or by leaving a comment in this forum. Feel free to leave us a question or suggestion too if you like.

Kind Regards,
Heath from the Tru team

Lovely stuff. And the new site looks good too. There’s just one problem. Tru, does not own That’s owned by one “Geoffrey LLC” of Wayne, New Jersey, will be until at least January 2012 and doesn’t currently work. Let’s hope this is all part of the new strategy.

Update: As commenters point out Geoffrey LLC is Toys R Us. Good luck getting that URL then Truphone.