Due to newspaper prices being based on characters or lines of text, a jargon of abbreviations, acronyms and code words arose in personals and have often carried over to the internet.
If a personal advert includes a TLA, it could be to describe the person who is seeking and/or the kind of person they seek; for example, an advert stating 'DLF for SJT' means that a divorced Latina female is searching for a single Jewish transgender person.
It is often associated with online romantic relationships.
Teo, who has experience running an e-commerce platform, said she does not receive a salary (and actually contributed to the funding) as she believes in his vision.
"Google caved in to mob pressure — but we won't," he posted on Facebook and Twitter.
His co-founder, Kylie Teo, told CNBC she joined the start-up in June.
The publisher forwards replies in bulk to the advertiser at a given interval, for example each week.
On Friday, Eng said multiple times that the app is "not racist," downplaying the discriminatory post as "a bit of mischief on my part." He said that the administrators of the app "will not filter maids, banglas or uglies." Instead, he added, existing users will vote on whether a newcomer can join High Blood — if newcomers don't get enough votes, they can pay an initial to join.
Eng has also been touting High Blood as the world's first accountant-verified dating app with an income filter.
Another method of replying to Lonely Hearts adverts is via telephone; this took off with the introduction of premium-rate telephone numbers, providing an additional way for the publisher to generate money.
The usual business model is for the advertiser to be enticed to place an advert free of charge (using an 0800 number or equivalent); those replying (and also the advertiser, when they want to check for any replies) must use a premium-rate line.