The creator of TheUglyBugBall.co.uk said the British dating site is the world's first to cater exclusively to people who "weren't blessed with great looks."

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Howard James of London said the dating site for the "aesthetically challenged" excludes "anyone who is overtly pretty or attractive," The Sun reported, The Sun reported Friday.

"It's a sad fact that up to half of the U.K. is made up of ugly people yet amazingly nobody has ever thought of providing a dating service for them," James said. "Some of these will be moderately ugly, but others will have fallen from the ugly tree and hit every branch on their way down."

James said nearly 1,500 people have joined the site since it went live Monday.