Losing a pet is stressful for owners. Thankfully, many pets find their way home. However, a 2012 ASPCA survey showed that 15% of pet owners lost their pets in the past five years. Of those, 15% never recovered them. Cats had a higher loss rate than dogs.
PetHub, a technology company based in Washington, helps store pets’ identities in the cloud. Owners can access this data by scanning the QR code on the pet’s tag or tapping the embedded NFC tag. The NFC feature uses a 13.56 MHz chip compliant with ISO 14443. Many pet care facilities and bars now use this technology to manage large groups of animals.
Introduction: NFC Technology for Lost Pet Identification
Anyone with a smartphone that has a built-in NFC reader can use the PetHub system to identify a lost pet. July is Pet Loss Prevention Month, an awareness campaign launched by PetHub to raise awareness about the problem of missing animals. Founded in 2010 by former Microsoft employee and entrepreneur Tom Arnold, PetHub reports that, on average, 10 million cats and dogs go missing in North America each year.
The Traditional Approach to Identifying Lost Pets
The first thing most people do when they find an unaccompanied pet is to look at the collar tag, which typically contains the pet’s owner’s name and phone number. However, these tags can become worn or illegible due to constant movement or exposure to the elements. According to Lorien Clemens, CEO of PetHub, since the launch of the PetHub tag, the front-printed QR code has allowed individuals to view much more data about the pet directly on their phones.
PetHub’s Digital Identification System with NFC
Users create an online profile for their pet, including essential details such as their pet’s name, breed, age, medications, allergies, and emergency contact information. Users can then pay for the service either monthly or yearly for a single pet or a group of pets. When a good Samaritan finds a lost pet, they can easily access the tag and scan the QR code with their phone to view information such as how best to return the pet to its owner. Additionally, NFC technology enables quicker access to data, allowing the user to scan the tag with just a tap of their smartphone.
Growth and Innovation in PetHub’s Technology with NFC
As of now, there are 3.5 million PetHub digital IDs in circulation, with between 700 and 1,000 new pets joining the service each day. While many users still utilize the QR code tags, newer tags feature NFC technology, which enables faster access to data and allows users to handle the pet and its collar less frequently. PetHub launched its animal identification platform in 2010 and filed a patent for NFC technology in 2012. However, Clemens notes that the limited availability of NFC on smartphones—especially iOS devices—has hindered the full functionality of this feature.
Limitations of Bluetooth Technology vs NFC
PetHub also explored other wireless technologies such as Bluetooth but found that Bluetooth transmissions were less reliable. Clemens explains that the signal between the tag and the smartphone is often lost, even when the tag is close to the phone. “The dog may be around the corner,” he says, and the system will inform you that the dog is out of range. Additionally, Bluetooth tracking systems like Tile and Apple AirTag often require the app to be open for the system to function, making Bluetooth an unsuitable option for this application, while NFC offers more reliable and effortless identification.
Introduction: Reliable Technology for Pet Identification
“For us,” says Clemens, “if the product is available, it should reliably return the pet home. It can’t just be cool; it needs to be functional.” In recent years, NFC functionality in smartphones has become more common. This short-range RFID technology reliably transmits data to a metal tag while accompanying a dog or cat throughout the day. The technology is designed to withstand various environmental conditions. To ensure durability, the NFC chip is coated with thick epoxy and reinforced with a metal ring.
QR Codes and NFC: Evolving Technology for Pet Safety
Clemens notes that QR codes remain the most widely used technology on pet tags. The COVID-19 pandemic has helped consumers become more familiar with scanning such codes. For instance, many restaurants now use QR codes for menus and orders. “It’s a very successful technology for us,” he adds.
The Power of NFC: Overcoming Limitations of QR Codes
According to Clemens, 96 percent of lost pets are returned within 24 hours or less. NFC technology adds value when QR code scanning isn’t possible. Scanning a QR code often requires people to reach under a dog’s muzzle and lift the tag. “You have what we call ‘dog wiggle syndrome,’” Clemens explains, which makes QR code scanning harder. NFC technology provides a better solution in such cases.
Practical Applications and Benefits for Pet Care Businesses
“There are many exciting applications out there,” says Clemens. For example, pet care facilities can use NFC to view a pet’s identity and other important details, such as vaccination status. It also helps confirm whether the pet has undergone specific behavioral training. The data can be customized to meet the needs of each business.
PetHub’s Solutions: Empowering Pet Owners and Businesses
Clemens mentions that PetHub’s customers mainly include pet owners seeking daycare services, as well as referrals from shelters, animal control departments, municipalities, or pet insurance companies. Customers can purchase a PetHub kit, which includes NFC and QR tags for their pet’s collar, an NFC and QR code card for a travel crate, and a key fob card for accessing the pet’s information if the owner becomes incapacitated. The travel crate card is plastic-reinforced and allows airport personnel or others to access the pet’s identity information without opening the crate.
Enhancing Lost Pet Recovery with PetHub’s Software
PetHub’s software allows pet owners to report lost pets, prompting the company to alert local shelters. If a pet goes missing, the company can notify friends and family within the pet’s “safety circle” and automatically update them when the pet is found.