By Mark Gill, CEO of Petasure

We’ve all heard the message: microchip your pet. It’s the law. It’s the right thing to do. It brings them home.

But the truth is far less reassuring.

One database provider claimed that 25,000 pets were reported stolen in 2023–2024, with nearly 70% reunited “thanks to microchipping.” And yet, in the same breath, the organisation admitted that thousands of owners’ contact details – linked to their pets’ microchips – were out of date, making reunification impossible.

Meanwhile, Pet Plan paints a grimmer picture: 55,000 found dogs each year cannot be reunited with their owners at all.

Nearly 2 million cats and dogs enter UK animal shelters annually. Of those, only around 11% are reunited with their owners. Less than 15% of the rest are rehomed. The remainder are euthanised.

Microchipping alone clearly isn’t enough.

Here’s why the current system fails:

1. Incorrect details linked to the microchip

You’re told to keep them up to date. But you can’t check them directly. You can’t update them easily. It’s as clunky as changing your bank address. Why can’t I just do it myself? And yes – I need reminding.

2. No details at all

How would you know? You wouldn’t. You’re told: “Ask your vet to check.” Be honest – how many of us ever remember to do that? 

Most issues are only discovered after the worst has happened.

3. Fails to scan

This happens. Obesity. Matted fur. Thick collars. Poor scanning technique. Damaged chips. Migrated chips. Wrong scanner. Faulty scanner. Pick one. It only takes one to fail.

4. Removed microchip

Painful, traumatic, and utterly devastating – and the result is the same. No identification. No return.

And here’s the harshest truth of all: if your pet can’t be identified via microchip, they won’t hunt for you. Your pet will be sent to an animal shelter, and if not claimed or rehomed in a matter of days – they’ll be euthanised.

We need a new solution. A better system. One that supports owners, guarantees identification, and gives lost pets a real chance.

Welcome to Petasure

We’re building the future of pet ID – starting with facial recognition.

Our software uses your pet’s nose print, which is as unique as your fingerprint. It works via our app and website. There’s no vet trip required. Register and subscribe from home.

With Petasure, you can:

• View and update your pet’s details anytime – no forms, no admin
• Receive regular reminders to check your info
• Click a Missing Pet Alert the moment they go missing, including time and location
• Use the Found a Pet feature – for wardens, vets, shelters or the public – if a microchip fails
• Rely on our 24/7 Pet Support Centre, who:
• Assist if you’ve found a pet and aren’t confident using the app
• Support you if your pet is lost or stolen
• Notify you if your pet is identified
• Contact you directly – even if your details are out of date
• Track you down using social media or secondary contacts if needed

Petasure is more than a chip – it’s a promise.

That we’ll do everything we can to bring them home.

To find out more, or to register your pet with Petasure, visit: petasure.co.uk

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