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 | Amazon tag |
|---|---|---|---|---|
| TechnologyHow finders interact | NFC tap - no app needed | QR code scan | QR code scan | Engraved text only |
| Finder experienceWhat a finder needs to do | 🐾 Tap with any phone. Done. | Scan QR, open link | Scan QR, open link | Read the tag and call |
| Owner SMS alertText when tag is scanned | 🐾 Included | Premium only (£4.13/mo) | 🐾 Included | ✕ None |
| GPS location in alertWhere the finder is | 🐾 Included | 🐾 Included | 🐾 Included | ✕ None |
| Owner app requiredDoes the owner need an app | 🐾 No app needed | App available | App required | ✕ Not applicable |
| Finder app requiredDoes the finder need anything | 🐾 Just a phone | 🐾 Just a camera | 🐾 Just a camera | ✕ Just eyes |
| Dog profile pagePhoto, name, medical notes | 🐾 Full profile | 🐾 Full profile | 🐾 Full profile | ✕ None |
| Finder-owner messagingChat without sharing numbers | 🐾 Built in | Basic contact form | 🐾 Included | ✕ None |
| Phone number privacyIs your number shown to finders | 🐾 Never shown | 🐾 Never shown | ✕ Phone number shown to finders | ✕ Engraved on tag |
| Permanent URLWorks forever, never changes | 🐾 Permanent | While subscribed | 🐾 Permanent | ✕ Not applicable |
| Replacement tagsLost or damaged tag | 🐾 Postage only (£2) | New tag required | New tag required | Buy another |
| Cost - year 1 | £10 total | £49.56 | £39.99 | £5 (no alerts) |
| Cost - year 2 onwards | £0 | £49.56/yr | £0 | £0 (no alerts) |
| 5 year total cost | £10 | £198+ | £39.99 | £5 (basic) |
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 presses the alert button on your dog's profile, 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.