Abby Richter, a morning show producer, is a perfectionist with a string of failed relationships. Desperate to boost her show's ratings, she's forced to team up with Mike Chadway, a brash TV personality whose segment, "The Ugly Truth," espouses cynical views on love and relationships. Abby finds Mike's methods crude but effective, as his controversial and sexist advice quickly sees ratings soar. Despite their constant clashing, Abby reluctantly decides to follow Mike’s advice in her personal life to win the affection of her neighbor, Colin, a handsome and charming doctor.

Mike coaches Abby through a series of scenarios designed to attract Colin's attention, with mixed and often humorous results. As Abby tries to reconcile Mike's harsh relationship tactics with her idealistic views on love, she starts to see a different side of him. Despite their initial animosity and differing outlooks, both characters find themselves learning from each other, leading them to unexpected realizations about love and what they truly want in relationships. The journey is filled with awkward yet endearing moments that challenge both Abby and Mike’s perceptions of love and compatibility.