It started with Wilson.
Wilson is a dachshund. He's about the length of a baguette, has approximately zero road sense, and given the chance, would happily go full on Baby's Day Out. He would always be fine. But the panic in the first five minutes of not knowing where he had gone would feel disproportionate.
The obvious solution was an NFC tag. Tap the tag with a phone, get the owner's details, everyone goes home. Simple. But when we looked at the options, they all wanted a subscription - £2 to £4 a month - just to send a notification when someone found your dog. Some of them didn't even notify you. You'd just hope someone logged in and checked.
That felt wrong. The notification is the whole point. It shouldn't be a premium feature. And it shouldn't cost £40 a year to get a text saying your dog was found.
So this got built. The tag is free. The profile is free. The SMS alert is free. The URL on the tag is permanent. None of that changes based on how much you pay, because there's nothing to pay.
It's a solo side project. It doesn't make money and isn't trying to. It's built by a guy who believes dogs should come home, end of. Donations cover running costs transparently - you can see exactly what £10 covers. Nothing is held back.
Wilson, dachshund.
Impeccable taste, no road sense, deeply suspicious of the postman. Currently wearing tag number one.