identi Reviews 

Reply from identi

Jul 23, 2026

Thank you for taking the time to leave your feedback. We were genuinely sorry to read your review, particularly after speaking with you directly to resolve your concerns.

Firstly, we're pleased that we were able to discuss the matter with you and reach a resolution. Having reviewed your account, we can confirm that the Alert service was taken out by you over two months ago on our monthly payment option. This service is provided on a 12-month agreement, with the monthly payments covering the ongoing protection and benefits included within the service. It was not a service that had only recently been added to your account.

We would also like to clarify that there is absolutely no requirement for customers to subscribe to one of our premium services. Our pet microchip database remains available without a premium subscription, and any additional protection services we offer are entirely optional. We never require customers to purchase these services in order to keep their pets registered.

During our conversation, although the service had been active for over two months and was subject to the agreed 12-month terms and conditions, we made the decision as a gesture of goodwill to refund your most recent monthly payment, cancel your subscription immediately, and waive the remainder of the 12-month agreement. This was an exception to our normal terms because we wanted to resolve the matter fairly and positively for you.

For this reason, we are disappointed by the content of your review, as it does not reflect either the service that was originally agreed or the goodwill resolution that was offered and accepted. We always aim to treat our customers fairly and compassionately, and on this occasion we went beyond our contractual obligations in an effort to bring the matter to a satisfactory conclusion.

We appreciate that you have recently experienced difficult personal circumstances, and we genuinely wish you well in your recovery. However, we also feel it is important that other readers have an accurate understanding of what happened.

If there is anything further you would like to discuss, our Customer Care team will always be happy to speak with you.

Warm regards,

Ben
Identibase

Reply from identi

Jul 31, 2026

Thank you for taking the time to leave your feedback.

We're sorry to hear that you remain unhappy with your experience, and we'd really like the opportunity to resolve this for you.

Following your initial enquiry, we contacted you directly and provided evidence showing when the subscription was taken out, together with the relevant timeline of events recorded on your account. Since sending this information, we haven't received a response from you, so unfortunately we haven't been able to continue our investigation or discuss the matter further.

We genuinely want to help and would welcome the opportunity to explain exactly what we can see on your account, including when the subscription was activated, how it was set up, any communications that were sent, and answer any questions you may still have. We believe that by talking through the timeline together, we can hopefully clear up any misunderstandings and work towards a satisfactory resolution.

Customer satisfaction is extremely important to us, and if there is something we've missed or if you have further information you'd like us to consider, we're more than happy to review it. Our aim is always to resolve concerns fairly, openly, and professionally.

We'd be grateful if you could respond to our previous email or contact our Customer Care team so that we can continue assisting you. We remain committed to resolving this matter and look forward to hearing from you.

Warm regards,

Ben
Identibase

Reply from identi

Jul 23, 2026

Thank you for taking the time to leave your feedback.

We're sorry to hear that our email caused you concern, and we'd like to provide some additional context.

The email you received was a periodic reminder encouraging you to check that your pet's microchip details were still accurate and up to date. Sending these reminders is considered good practice, as both DEFRA and animal welfare organisations recommend that pet owners regularly review their registered details to ensure they remain correct. Keeping contact information current is one of the most important factors in helping reunite lost pets with their families.

We'd also like to reassure you that there was absolutely no requirement to take out a subscription as a result of receiving this reminder. The purpose of the email was simply to encourage you to review your details. As with many websites, we do display our optional products and subscription services alongside our standard services, but these are entirely optional and are there for customers who wish to take advantage of the additional pet protection benefits they provide.

Our aim is always to help pet owners keep their records accurate while offering additional services for those who feel they would benefit from them. We certainly never want customers to feel under any obligation to purchase a subscription simply because they have received a reminder to review their details.

Thank you again for taking the time to share your feedback. If you have any questions about your account or our services, we'd be more than happy to help.

Warm regards,

Ben
Identibase

Reply from identi

Jul 23, 2026

Thank you for taking the time to leave such a wonderful review!

We’re absolutely delighted to hear that you received brilliant customer service and found our team to be so friendly and helpful. Providing a welcoming, professional, and supportive experience for every customer is at the heart of everything we do, so it’s fantastic to know that we delivered exactly that for you.

Our team works hard to ensure that every interaction is as straightforward and positive as possible, whether we're answering questions, updating pet details, or providing guidance and reassurance. It's wonderful to hear that their friendly approach and willingness to help made such a positive impression.

Your kind feedback means a great deal to the whole team and serves as fantastic recognition of the care and dedication our advisors show every day. Comments like yours motivate us to continue delivering the high standard of customer service that pet owners deserve.

Thank you again for your lovely review and for choosing Identibase. We truly appreciate your support, and if you ever need any further assistance or have any questions in the future, please don’t hesitate to get in touch – we’re always here and happy to help.

Warm regards,

Ben
Identibase

Reply from identi

Jul 23, 2026

Thank you for taking the time to leave such a lovely review!

We’re delighted to hear that Paris was able to resolve the issues you experienced with the transfer of your Animal Tracker account quickly and efficiently. We understand that account transfers can sometimes raise questions, so it’s fantastic to know that Paris was able to make the process straightforward and provide the support you needed.

Providing prompt, knowledgeable, and friendly customer service is exactly what we strive for, and it’s wonderful to hear that your experience reflected these values. Our aim is to ensure every customer feels supported and confident that everything has been taken care of correctly.

We’ll be sure to pass your kind comments on to Paris, who will be delighted to know that her assistance made such a positive impression. Recognition like yours means a great deal to our team and encourages us to continue delivering the highest standard of customer care.

Thank you again for your fantastic feedback and for choosing Identibase. We truly appreciate your support, and if you ever need any further assistance or have any questions in the future, please don’t hesitate to get in touch – we’re always here and happy to help.

Warm regards,

Ben
Identibase

Reply from identi

Jul 24, 2026

Thank you for taking the time to leave your feedback.

Firstly, we would like to say how truly sorry we are for the loss of your dog. After 15 years together, we appreciate that this is an incredibly difficult time, and we are saddened to hear that our communications added to what was already an emotional situation.

We understand why receiving further emails after notifying us of your dog's passing would have been upsetting, and we're sorry for the frustration this caused.

With regard to your telephone call, we appreciate that this may have seemed unnecessary. However, we do have a legal obligation to comply with UK data protection legislation. This means that if an account is registered in another person's name, we are unable to discuss or make changes to that account with anyone else unless we are satisfied that we have the appropriate authority to do so. These safeguards are in place to protect all of our customers' personal information, and while they can sometimes feel frustrating, they are applied consistently and are not intended to make an already difficult situation any harder.

We would also like to reassure you that this is certainly not a marketing ploy. Where emails have continued to be sent after a bereavement has been reported, this is something we would genuinely like to investigate, as it does not sound like the experience we would expect. There may be a genuine reason why some communications were still generated, and we'd welcome the opportunity to review this and ensure everything has been updated correctly.

Finally, we're sorry that our condolences came across as patronising. That was never our intention. When a customer tells us they have lost a beloved pet, we genuinely do sympathise, as many of our own colleagues are pet owners themselves and understand just how difficult that loss can be.

Thank you again for bringing this to our attention. We appreciate your feedback, and if your husband, as the registered account holder, is able to contact us, or if you contact us together, we would be more than happy to review the account and ensure everything has been updated correctly.

Warm regards,

Ben
Identibase

Reply from identi

Jul 23, 2026

Thank you for taking the time to leave such a wonderful review!

We’re delighted to hear that our team was able to help resolve the issue with your account and ensure that both of your dogs were fully covered by the Missing Pet Protection Plan. We understand how important it is to have complete peace of mind when it comes to your pets, so it’s fantastic to know we were able to get everything sorted for you.

Providing friendly, knowledgeable, and efficient support is exactly what we strive for, and we’re pleased that our team could quickly identify the issue and make sure your account was set up correctly. Knowing that your pets have the protection you expect is incredibly important to us.

Your kind feedback means a great deal to the whole team and is wonderful recognition of the care and dedication our advisors put into helping pet owners every day. Comments like yours encourage us to continue delivering the high standard of service that our customers deserve.

Thank you again for your lovely review and for choosing Identibase. We wish you and your two dogs many happy, healthy years together, and we hope you never need to use the Missing Pet Protection Plan. However, if you ever do need us or have any questions in the future, please don’t hesitate to get in touch – we’re always here and happy to help.

Warm regards,

Ben
Identibase

Reply from identi

Jul 23, 2026

Thank you for taking the time to leave your feedback.

We're sorry to hear that you were disappointed by the charge to update your pet's details, and we'd like to explain why this fee exists, as we appreciate it isn't always obvious from a customer's perspective.

At Identibase, we believe there should never be a financial barrier to registering a pet's microchip. That's why the initial registration of a pet on our DEFRA-compliant database is completely free of charge and remains free for the lifetime of the pet unless a change is required. This differs from some other databases, which charge an upfront registration fee regardless of whether the details ever need to be amended.

When changes are required, such as updating keeper details or transferring keepership, there is a significant amount of work involved behind the scenes. We don't simply amend a record. As a DEFRA-regulated microchip database, we have a responsibility to ensure changes are carried out accurately, securely, and in accordance with the relevant legislation and industry requirements.

The fees charged help cover the ongoing costs of operating a secure, compliant database that protects millions of pet records across the UK. This includes maintaining secure systems and infrastructure, safeguarding customer data, employing trained customer care advisors, carrying out identity and verification checks where required, processing and validating changes, investigating disputed transfers where they occur, maintaining system resilience, investing in continual system improvements, and ensuring we continue to meet the standards required of a UK microchip database.

It's also important to note that our optional subscription services provide considerably more than unlimited changes to your pet's details. They include a range of additional pet protection benefits designed to support owners throughout their pet's lifetime, particularly if a pet ever goes missing. These services renew automatically to ensure continuity of protection but can be cancelled at any time by contacting us via telephone, email, or live chat.

We understand that customers may compare our pricing with other organisations, but every UK database operates its own pricing model. Our approach has always been to keep initial registration free, ensuring pets can be registered without cost, while recovering some of the ongoing operational and compliance costs when changes are required or when customers choose additional protection services.

We fully respect that not everyone will agree with our pricing model, and we genuinely value constructive feedback. However, we hope this explanation provides some context as to why these charges exist and the important work they support in helping keep pets safe and reunited with their families.

Warm regards,

Ben
Identibase

Reply from identi

Jul 23, 2026

Thank you for taking the time to leave your feedback.

We're very sorry to hear that you were unable to log into your account and appreciate how frustrating that must have been. This certainly isn't the experience we want our customers to have.

From your review alone, we're unfortunately unable to identify your account or determine what may have caused the login issue. There are a number of reasons why this can happen, and in most cases our Customer Care team can quickly resolve the problem and get customers back into their account.

We would really welcome the opportunity to investigate this further and understand exactly what happened. If you could contact our Customer Care team, we'll be happy to look into your account, identify the cause of the issue, and work with you to get everything resolved as quickly as possible.

Customer feedback is incredibly important to us, and while we're sorry your first impression was disappointing, we hope you'll give us the opportunity to put things right.

Warm regards,

Ben
Identibase

Reply from identi

Jul 23, 2026

Thank you for taking the time to leave such a lovely review!

We’re delighted to hear that Carly provided you with such helpful, polite, and easy-to-understand service. Delivering clear, friendly, and professional support is exactly what we strive for, so it’s wonderful to know that your experience reflected these values.

We understand how important it is for our customers to receive straightforward advice and feel confident that their questions have been fully answered. It’s fantastic to hear that Carly took the time to explain everything clearly while providing the high standard of customer care we aim to deliver every day.

We’ll be sure to pass your kind comments on to Carly, who will be delighted to know that her support made such a positive impression. Feedback like yours means a great deal to the whole team and helps motivate us to continue providing excellent service to all of our customers.

Thank you again for your wonderful feedback and for choosing Identibase. If you ever need any further assistance or have any questions in the future, please don’t hesitate to get in touch – we’re always here and happy to help.

Warm regards,

Ben
Identibase

Reply from identi

Jul 23, 2026

Thank you for taking the time to leave such a lovely review!

We’re delighted to hear that you found our customer service team to be friendly, helpful, and reassuring. Providing clear explanations and giving our customers confidence that their questions have been answered is exactly what we strive for, so it’s wonderful to know that your experience reflected this.

We understand that contacting us can sometimes be prompted by questions or concerns, so taking the time to listen carefully, explain everything clearly, and ensure our customers feel supported is incredibly important to us. It’s fantastic to hear that our team was able to put your mind at ease.

Your kind feedback means a great deal to the whole team and is a wonderful recognition of the care, professionalism, and dedication our advisors show every day. Comments like yours motivate us to continue delivering the high standard of customer service that pet owners deserve.

Thank you again for your wonderful review and for choosing Identibase. We truly appreciate your support, and if you ever need any further assistance or have any questions in the future, please don’t hesitate to get in touch – we’re always here and happy to help.

Warm regards,

Ben
Identibase

Reply from identi

Jul 23, 2026

Thank you for taking the time to leave your feedback.

We're sorry to hear that you were disappointed with your experience following the transition to Identibase, and we appreciate you sharing your views.

We understand that creating a more complex password can feel inconvenient, particularly if you've previously been used to simpler login requirements. However, we take our data protection responsibilities extremely seriously and, quite simply, we make no apologies for that—it's exactly what our customers expect us to do.

As a DEFRA-compliant pet microchip database responsible for safeguarding millions of customer and pet records, protecting personal information is one of our highest priorities. Strong password requirements are an important part of modern cybersecurity and help reduce the risk of unauthorised access to customer accounts. While they may feel more stringent than some websites, they are implemented to provide greater protection for the sensitive personal information entrusted to us.

When we refer to "enhanced security," this isn't intended as a marketing phrase—it reflects the measures we've put in place to help protect our customers' accounts and data in an increasingly challenging online security environment.

We're also sorry to hear that you felt the transition from your previous provider could have been managed better. Large-scale migrations of customer data are complex, and while we work hard to make the process as seamless as possible, we recognise that some customers may encounter issues or find certain aspects frustrating. Feedback like yours is invaluable and will be shared internally as part of our ongoing commitment to improving the customer experience.

We genuinely hope you'll reconsider your decision to look elsewhere. If there is anything specific we can help with regarding your account or the transition, our Customer Care team would be more than happy to assist.

Thank you again for taking the time to share your feedback.

Warm regards,

Ben
Identibase

Reply from identi

Jul 23, 2026

Thank you for taking the time to leave your feedback.

We're very sorry to hear that your experience following the transfer from your previous provider has been disappointing. From what you've described, this certainly isn't the experience we want our customers to have.

We're sorry that you've encountered difficulties accessing your pet's details and that the website has been performing slowly for you. While you have been able to log in, not being able to view your pet's information understandably makes the service feel frustrating and incomplete.

From your review alone, we're unfortunately unable to identify your account or determine what may have caused the issue. We would very much like the opportunity to investigate this further, as the behaviour you've described does not sound like our normal service.

If you could contact our Customer Care team, we'll be happy to review your account, investigate why your pet details aren't displaying correctly, and work with you to resolve any issues as quickly as possible. Our team can also check that your transferred records have been applied correctly and ensure everything is functioning as it should.

We genuinely appreciate you bringing this to our attention, as feedback like yours helps us identify and resolve issues where they occur. We hope you'll give us the opportunity to put things right and restore your confidence in our service.

Warm regards,

Ben
Identibase

Reply from identi

Jul 23, 2026

Thank you for taking the time to leave your feedback.

We're very sorry to read about your experience, as what you've described certainly doesn't reflect the level of service we aim to provide.

We understand how frustrating it must have been to experience difficulties registering your dog, particularly following the transfer of records from another database. Registering and managing your pet's details should be as straightforward as possible, and we're disappointed to hear that this wasn't your experience.

From your review alone, we're unfortunately unable to identify your account or investigate what may have gone wrong. We would genuinely welcome the opportunity to look into this for you, as the issues you've described do not sound like our normal processes.

If you could contact our Customer Care team, we'll be happy to investigate your account, review why you were unable to complete the registration online, and look into your attempts to contact us by telephone. Our advisors will work with you to resolve any outstanding issues and ensure your dog's details are correctly registered.

At Identibase, we care deeply about both our customers and their pets. As one of the UK's largest DEFRA-compliant pet microchip databases, our priority is to ensure pets' details are accurate and that owners receive the support they need. We're sorry that we didn't demonstrate that to you on this occasion.

We hope you'll give us the opportunity to investigate and put things right, as we'd very much like to restore your confidence in our service.

Warm regards,

Ben
Identibase

Reply from identi

Jul 23, 2026

Thank you for taking the time to leave such a detailed review and for sharing your experience with us.

Firstly, we're so pleased to hear that your cat returned home safely after going missing. We can only imagine how worrying those twelve hours must have been, and we're delighted that she made it back to you safely.

We're sorry to hear that your experience after contacting us caused additional confusion and concern. Receiving emails suggesting that your registration was incomplete when you believed you had already completed the process must have been frustrating, especially after what had already been a very stressful experience. We appreciate you persevering and giving us the opportunity to resolve the matter.

We're delighted to hear that Luke was able to provide the clarity and reassurance you needed. Taking the time to explain why the emails had been sent, confirming that your cat was correctly registered, and talking you through the available services and options is exactly the level of support we strive to provide. It's wonderful to know that he was able to put your mind at ease and resolve everything for you.

We'll be sure to pass your kind comments on to Luke. He will be absolutely delighted to know that his knowledge, professionalism, and compassionate approach made such a positive difference during what had clearly been an anxious time for you. Recognition like yours means a great deal to our team.

We're also grateful for your honest feedback regarding the earlier stages of your experience. We continually review customer feedback to help us improve our communication and processes, and your comments will be shared internally as part of that ongoing commitment.

Thank you again for your thoughtful review and for allowing us the opportunity to support you. We wish you and your cat many happy, healthy, and adventure-free years together! Should you ever need any assistance in the future, please don't hesitate to get in touch – we're always here and happy to help.

Warm regards,

Ben
Identibase

Reply from identi

Jul 20, 2026

Thank you for taking the time to leave your feedback.

We're sorry to hear that you were disappointed with your experience, and we'd like to provide some additional context about our subscription service for both yourself and other readers.

Our subscription services are designed to provide far more than simply allowing unlimited changes to your pet's details. While the ability to update your information whenever required is one feature, the subscription also includes a range of additional pet protection benefits that are intended to support pet owners throughout the lifetime of their pet, particularly in the most stressful situations should a pet ever go missing.

These benefits include services designed to assist with the reunification of lost pets, helping to maximise the chances of pets being reunited with their families as quickly as possible. Many of our customers tell us that this additional peace of mind is one of the main reasons they choose to continue their subscription year after year.

To ensure there is no interruption to these ongoing benefits, subscriptions are set to renew automatically. This is made clear when the subscription is purchased, and customers are also sent renewal reminders in advance of their renewal date.

Importantly, customers are never locked into the service indefinitely. If they decide they no longer wish to continue, they can cancel their subscription at any time by contacting us via telephone, email, or live chat, and our team will be happy to assist.

We fully appreciate that subscriptions are not for everyone, and we respect that customers will have different views on the value they provide. However, we feel it's important that reviews accurately reflect what the subscription includes, as it offers significantly more than unlimited changes to pet details.

If you would like to discuss your account or any aspect of your subscription further, we'd be more than happy to help.

Warm regards,

Ben
Identibase

Reply from identi

Jul 17, 2026

Thank you so much for taking the time to leave such a fantastic review!

We’re absolutely delighted to hear about your experience with Daisy. It’s wonderful to know that she was so polite, friendly, and helpful throughout your call, and that she took the time to explain everything so clearly that all of your questions were answered before you even needed to ask them.

Providing proactive, knowledgeable, and approachable customer service is exactly what we strive for, so it’s incredibly rewarding to hear that Daisy made you feel comfortable and confident throughout your conversation. We want every customer to know that they can pick up the phone and speak to someone who genuinely wants to help, and your comments are a perfect reflection of that.

It’s especially pleasing to hear that Daisy has left you feeling confident that, should you ever need assistance in the future, she and the rest of our team will be there to help. Building that trust with our customers is something we value enormously.

We’ll be sure to pass your wonderful feedback on to Daisy, who will be delighted to know that her professionalism, warmth, and dedication made such a positive impression. Recognition like yours means a great deal to our team and encourages us to continue delivering the highest standard of customer care every day.

Thank you again for your kind words and for choosing Identibase. We truly appreciate your support, and if you ever need any further assistance or have any questions in the future, please don’t hesitate to get in touch – we’re always here and happy to help.

Warm regards,

Ben
Identibase

Reply from identi

Jul 17, 2026

Thank you for taking the time to leave your feedback.

We're sorry to hear that you remain frustrated with the situation, and we completely understand that unresolved billing concerns can be disappointing. Our priority is always to investigate matters thoroughly and ensure the correct outcome is reached for our customers.

Having said that, we would respectfully ask that our colleagues are treated with the same courtesy and respect that they extend to our customers. We appreciate that emotions can run high, but using insulting language or naming individual members of staff in this way is not something we would expect. Our advisors work hard to assist customers based on the information available to them and with the intention of reaching the right resolution.

We can assure you that your concerns have not been dismissed. We will respond to your email, review the matter professionally, investigate the payments you have raised, and ensure that the circumstances are fully understood before providing you with our findings. If an error has occurred, we will of course take the appropriate action to put things right.

Thank you for bringing this to our attention. We appreciate the opportunity to investigate your concerns further and remain committed to resolving the matter fairly and professionally.

Warm regards,

Ben
Identibase

Reply from identi

Jul 17, 2026

Thank you for taking the time to leave such a heartfelt review.

Firstly, we would like to offer our sincere condolences for your family’s bereavement. We understand that dealing with administrative matters during such a difficult time can be incredibly emotional, and we’re truly sorry for your loss.

We’re delighted to hear that Joseph was able to support you with compassion, understanding, and professionalism throughout the process. Situations like these require not only efficiency but also empathy, and it’s wonderful to know that Joseph handled your enquiry with the care and sensitivity it deserved while guiding you through the transfer of keepership.

It’s also great to hear that the process was completed quickly and efficiently. Our aim is always to make things as straightforward as possible for our customers, particularly during difficult circumstances, and your feedback is a wonderful reflection of the standard of care we strive to provide.

We’ll be sure to pass your kind comments on to Joseph, who will be deeply touched to know that his support made such a positive difference at a challenging time. Recognition like yours means a great deal to our team.

Thank you again for your thoughtful feedback and for placing your trust in Identibase. We wish you and your family all the very best, and if there is ever anything more we can do to assist you, please don’t hesitate to get in touch.

Warm regards,

Ben
Identibase

Reply from identi

Jul 17, 2026

Thank you so much for taking the time to leave such a wonderful review!

We’re absolutely delighted to hear that you found our team polite, friendly, and helpful. Delivering outstanding customer service is at the heart of everything we do, so it’s incredibly rewarding to know that your experience was exactly what we strive to achieve.

Describing our service as "perfect customer service" is a tremendous compliment, and one that the whole team will be proud to hear. We believe every customer deserves to feel welcomed, listened to, and supported, and it’s fantastic to know that this was reflected in your interaction with us.

Your kind feedback means a great deal to everyone at Identibase and serves as wonderful recognition of the hard work and dedication our team puts into helping pet owners every day.

Thank you again for your lovely comments and for choosing Identibase. We truly appreciate your support, and if you ever need any further assistance or have any questions in the future, please don’t hesitate to get in touch – we’re always here and happy to help.

Warm regards,

Ben
Identibase