Ashley Madison was developing 'What's Your Wife Worth' app that gave women on the site a rating and a dollar value

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Ashley Madison executives had planned an app that allows men to rate each other's wives, it has been revealed.

Set to be called 'What's Your Wife Worth,' mockups of the app were leaked in emails from founder Noel Biderman, and show a dollar amount next to women based on their rating our of ten.

Screenshots of the app, along with email exchanges discussing it in 2014 were leaked as part of more than 197,000 emails from Biderman's inbox released as part of a second dump of data from hackers last week.

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Set to be called 'What's Your Wife Worth,' mockups of the app leaked in emails from founder Noel Biderman show a dollar amount to the women based on a their rating. 

The dump followed the release of personal information on more than 33 million Ashley Madison accounts by the hackers known only as Impact Team.

'Its design seems similar to other apps that enable users to rate images of women and men based on looks,' said the Daily Dot, which first uncovered the app plans. 

In a June 2013 email, Noel Biderman, the chief executive of Avid Life Media (ALM), the site's parent company, offered feedback on the app.

'Choice should be 'post your wife' and 'bid on someone's wife,' he wrote, adding: 'I am not sure we should be asking for real names - rather usernames.'

In a follow up email, Brian Offenheim, ALM's vice president of creative and design, submitted a mock-up of the app's sign up page, shown below. 

'This is really good,' Biderman replied.

The app was apparently never completed. 

Biderman asked 'what ever happened to our app?' in a February 2014 email. 

A colleague replied that the app was 'horribly developed.' 

An installation file for the incomplete Android application is attached to the email. 

ALM has offered a $380,000 reward for any information leading to an arrest of the hackers.

Screenshots of the app, along with email exchanges discussing it in 2014 were leaked as part of more than 197,000 emails from Biderman's inbox released as part of a second dump of data from hackers last week.

The Ashley Madison hackers released hundreds of emails linked to the man behind the infidelity site that seem to reveal the CEO had multiple affairs, despite claims he stayed faithful to his wife.

The emails sent to and from website founder Noel Biderman were exposed during the second dump of data stolen from Ashley Madison's parent company, Toronto-based Avid Life Media.

In a note accompanying the emails, which begin in 2012 and seem to detail Biderman's relationship with a Toronto student and two other women, hackers said: 'Hey Noel, you can admit it's real now.'

Emails sent to and from Noel Biderman (left) appear to show he's tried to have at least three affairs since 2012

In the first instance detailed in the leaked emails, Biderman and a Toronto woman corresponded for more than two years and often discussed meeting at hotels and coffeeshops,  reported. 

One of the women Biderman wrote to was a student with a boyfriend who was being compensated

The substance of the emails revealed the woman, first identified as 'Melisa from the spa,' was a student with a boyfriend who was being compensated for her time by Biderman.

When their arrangement hit a rocky patch after she felt guilty, Biderman got her a job interview at Avid Life Media for an 'Spanish/English customer service representative' and wrote: 'I will also have a good 'signing bonus' for you :).'

She did not end up taking the job and their digital correspondence ceased. 

In the second affair detailed in the emails, Biderman wrote to a woman to tell her he would reimburse her for cab fare and that he was 'fantasizing about later this evening :)'.

In the third set of leaked emails, Biderman tried to set up a meeting with a woman named 'Mila.' 

She gave a phone number that corresponded with an account on TheEroticReview.com.

The review site is 'dedicated to finding those special women who truly enjoy making the time we spend with them something special' and provides a 'powerful and reliable reference tool for those who patronize erotic services on the Internet'.

The emails were exposed during the second online dump of data stolen Toronto-based Avid Life Media

The content of the sets of emails appear to contradict Biderman's assertions that he has not cheated on his wife. 

The father-of-two formed Ashley Madison with his wife Amanda and he said in a February 2014 interview with the New York Daily News that their marriage was strong. 

Two of the apparent affairs in his emails would have occurred or been ongoing at that time. 

He said: 'If I wanted to have an affair, I would have one.'

When he was asked by the London Evening Standard four months later if he had cheated on his wife, Biderman replied: 'Not yet.'

The content of the sets of emails contradict Biderman's assertion that he has not cheated on his wife

The father-of-two formed Ashley Madison with his wife Amanda and he had said their marriage was strong

He added: 'I'm only ten years into my marriage. 

'We're incredibly communicative about our sexual needs. 

'But if I woke up beside my wife and it was the 200th day we hadn't been intimate with one another and it looked like nothing would change, I would cheat so fast. 

'I would cheat long before I would get a divorce. If you have children that you love and a home that you built together and a future that you planned - why would you give that up just for sex?'

During that interview, Biderman called himself the 'Google of cheating' and said the data collected by Ashley Madison would help researchers study infidelity.

Thanks to the data hack, people are studying the site's clients instead, including Biderman himself.

HAS THE HACKER BEHIND LEAK BEEN UNMASKED? 

American security journalist Brian Krebs has revealed on his website - Krebs On Security - he believes hacker Thadeus Zu, who goes by the Twitter handle @deuszu, could be behind the hack.

Zu's account has multiple references to AC/DC's song Thunderstruck, the same song Toronto police said played through Ashley Madison staff computers when they were first made aware of the hack on June 12.

In his investigation, Mr Krebs revealed that Zu appears to have intimate knowledge of the hack, and has had access to leaked information before it had been dumped.

On August 17, a full 24 hours before the first round of personal details were released Zu tweeted 'Time's Up'.

American security journalist Brian Krebs has revealed on his website - Krebs On Security - he believes hacker Thadeus Zu, who goes by the Twitter handle @deuszu, could be behind the hack

That post linked to a now infamous listing by the Impact Team - the group who have claimed responsibility for the hack - where people could download the Ashley Madison data.

Other factors such as Zu's common use of the phrases 'Oz girl', 'cheers', and his following of Australian new outlets on Twitter also point to the face he could be Australian.

Since the release and subsequent republication of Mr Kreb's investigation into Zu, the user has claimed multiple times he was not involved in the hack.

Despite this, it is indisputable the account holder - although they have been so far unreachable - has detailed knowledge behind the scenes of the hack. 

This comes as it was revealed Ashley Madison founder Noel Biderman had multiple affairs despite publicly denying it.

The emails sent to and from website founder Noel Biderman were exposed during the second dump of data stolen from Ashley Madison's parent company, Toronto-based Avid Life Media.

In a note accompanying the emails, which begin in 2012 and seem to detail Biderman's relationship with a Toronto student and two other women, hackers said: 'Hey Noel, you can admit it's real now.'