Smart dog tags are a crowded space. Here's an honest breakdown of what each option actually costs and what you get.
| Feature | Lost Then Found | Crumb | Petch | Apexia |
|---|---|---|---|---|
| TechnologyHow finders interact | ✓ NFC tap - no app | QR code scan | QR code scan | QR code scan |
| Owner SMS alertText when tag is scanned | ✓ Included | Premium only (~£4.95/mo) | ✓ Included | ✓ Included |
| GPS location in alertWhere the finder is | ✓ Precise location | ✓ Included | ✓ Included | ✓ Included |
| Magic login linkOne tap to your dashboard from alert | ✓ In every alert | ✕ No | ✕ No | ✕ No |
| Finder-owner contactHow finder reaches the owner | ✓ Built-in chat, no numbers shared | Masked proxy phone call | ✕ Phone numbers shown on profile | ✕ Contact details shown on profile |
| Phone number privacyIs your number shown to finders | ✓ Never shown | ✓ Never shown | ✕ Shown on profile | ✕ Shown on profile |
| Dog profilePhoto, name, medical notes | ✓ Full profile | ✓ Full profile | ✓ Full profile | Basic profile |
| Permanent URLWorks forever, never changes | ✓ Permanent | While subscribed | While subscribed | ✓ Permanent |
| Replacement tagsLost or damaged tag | ✓ Postage only (£2) | ✓ Free replacement | ✓ Free replacement | Buy another (£30) |
| Cost - year 1 | £12 total | ~£66/yr | £39.99 | £30 |
| Cost - year 2 onwards | £0 | ~£66/yr | ~£66/yr | £0 |
| 5 year total cost | £12 | ~£330+ | ~£330+ | £30 |
* Amazon engraved tags (~£5) omitted from table - no profile, no alerts, not comparable. Included in verdict cards above for reference.
Delivered. No subscription. No renewal. Ever.
Honest answers about how we compare.
The alternatives that offer a "free" tier typically don't include SMS alerts, and lock the useful features behind a monthly subscription. We charge a one-time fee that covers the hardware and running costs, and that's it. No monthly charges, ever. Over a dog's lifetime it's dramatically cheaper.
We've committed to giving owners reasonable notice if we ever shut the service down. The NFC tag itself would just stop working as an alert - it would fall back to a standard contact tag. We keep costs low and have no investors to answer to, so we're not going anywhere.
NFC works with a tap - no camera app, no QR scanner, no fiddling in a stressful situation. Most modern phones tap automatically. QR codes require the finder to open their camera, line it up, and wait. In the moment when someone's just found a lost dog, simpler is better.
NFC is standard on all iPhones since the 6s and nearly all Android phones made in the last five years. If someone's phone genuinely doesn't support it, the tag includes a printed URL they can type in manually as a fallback.
When a finder taps your dog's tag, you get an SMS and email with their GPS location. A chat thread opens on the profile page so you and the finder can communicate directly - no phone numbers shared on either side.