Lost Then Found

NFC dog tags with no subscription

Lost Then Found is a British company that sells NFC identification tags for dogs at a one-time price of £12 per tag, with no subscription or renewal. The product is designed so that anyone who finds the animal can tap their phone to the tag and automatically access the dog's profile in the browser, without needing to install an app or scan a QR code.

The service is presented as an alternative to interactive tags that charge monthly fees for features such as sending alerts. The company maintains that immediate notification is the core of the product and should not be a premium feature.

How it works and alerts

The tag contains an NFC chip. When a compatible phone is tapped to it, the dog's profile opens and the owner receives a text message or email with the finder's GPS location. The email includes a one-time login link that allows sign-in without a password, valid for four hours for security. The company states that NFC has been built into every iPhone since the 6s and into virtually all Android phones made in the last five years.

The owner's phone number is never shown to the finder: communication takes place through an internal messaging system on the profile page. The tag's URL is permanent, so the owner can update their details, change phones or move house without the tag ceasing to work.

Price and replacements

The price is £12 per tag, with no subscription or renewal. The first replacement is free, with only postage to pay, which the company states is £2. Subsequent replacements are charged at the full tag price plus postage. In all cases, the dog's profile, URL and settings are preserved.

Alert network and dog profile

The company offers a service called the Lost Alert Network: when the owner reports their dog missing, vets, groomers, pet shops and rescues registered within a 10-mile radius are alerted. The dog's profile supports optional fields; a name and photo are enough, although details such as health notes or microchip number can help a finder or a vet. A single account can manage several dogs, each with its own tag and profile, by signing in with the same email address.

Origin of the project

The company explains that the project began with Wilson, a dachshund with no road sense. With no reliable options available and no monthly fees, this tag was developed. The company describes itself as a small product made with care, not backed by venture capital and with no intention of introducing a future subscription. It states that it is not designed to collect or monetise user data and that it is limited to dogs, with no plans to expand to cats.

Privacy and data

The company states that no tracking is carried out on profile pages and no third-party analytics are used on them. Deleting the account results in the permanent deletion of the owner's profile, the dog's profile, the scan history and all messages, after confirmation by email. It uses one Facebook cookie to measure the performance of its ads.

Orders and distribution

The site indicated that, due to a short break, orders placed at that time would be dispatched from 28 September 2026. Orders are usually dispatched within a few days and delivered within a week; if they do not arrive within 10 days, the company asks customers to get in touch through the form. Lost Then Found also supplies batches of tags to vets and pet shops that act as stockists, with commission on every tag activated.