identi Reviews 

5,377
TrustScore 4.5 out of 5

4.3

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Review summary

Created with AI, based on recent reviews

Evaluating 1,438 reviews, reviewers overwhelmingly had a great experience with this company. Customers frequently praise the supportive, empathetic, and professional staff who go out of their way to make resolving account and registration queries completely smooth, friendly, and reassuring. Consumers genuinely appreciate the fast and efficient assistance provided directly over the phone, successfully avoiding lengthy wait times and frustrating automated chatbots. Some reviewers were not happy with unexpected charges, feeling frustrated regarding paid ownership transfers and repeated pressure to purchase additional account upgrades. A few other people also felt that managing online profiles involved occasional login delays, technical hurdles, or problems transferring account benefits smoothly.

What people talk about most

Staff

Reviewers highlight positive aspects of staff, consistently describing team members as professional,... See more

Customer service

Reviewers mention positive feedback about customer service, highlighting that representatives are... See more

Service

Customers had positive experiences with service, often highlighting helpful and prompt support from staff... See more

User experience

People report positive experiences with user experience, noting that updating details and registering pets... See more

Product

Clients share ambiguous opinions on product experiences. While some reviewers express great satisfaction,... See more

Reviews shaping this summary

Rated 4 out of 5 stars

When initially contacted the service to transfer ownership, I thought it went through. However, when I had to contact to make payment, the transfer hadn't been actioned. However, Carly was able to... See more

Company replied

Rated 5 out of 5 stars

I have recently changed address and rang Identibase to check I'd correctly changed my cat's details. Spoke with Carly who was extremely professional, friendly and reassuring. She checked everything to... See more

Rated 5 out of 5 stars

Chloe was really helpful and sorted out my transfer issue, everything went smoothly. I’ve had to contact the team multiple times over the last month as the person I’m transferring from has moved acros... See more

Company replied

Rated 5 out of 5 stars

My beautiful girl passed away right in the middle of Christmas and the New Year. We took the difficult decision to ease her suffering. I was so upset that I forgot to inform Identibase. They sent a re... See more

Company replied


Company details

  1. Animal Protection Organisation

Written by the company

For over 35 years, we’ve helped protect Britain’s pets and supported the people who love them. We’re here for the everyday moments, the unexpected ones, and whatever pet life has in mind. We know our stuff, but keep things simple. With trusted information and real people ready to help, we offer calm, dependable support when pet life doesn’t go to plan. There are real people behind identi. People who listen, understand what’s at stake and help without adding pressure. No scripts or passing you around. Just thoughtful support from someone who cares. We love animals. Properly, genuinely love them. We’re a team of pet owners who take pride in what we do and bring that warmth to every interaction, while staying dependable when it matters. At the heart of identi is one of the UK’s largest pet microchip databases, helping keep millions of pets connected to the people who love them. Alongside microchip registration, we offer Smart Tags and other services designed to make managing your pet’s details simpler and help the right people get in touch when pet life has other ideas. Whether you’re updating a microchip record, setting up a Smart Tag, looking for support when your pet is missing or simply keeping their information up to date, we’re here to help. By your side for all of pet life.


Contact info

4.3

Excellent

TrustScore 4.5 out of 5

5k reviews

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Replied to 97% of negative reviews

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4.3

All reviews

(5,377)

1,323 reviews in the last 12 months

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Rated 1 out of 5 stars

Unable to transfer microchip

Unable to transfer a microchip to identibase after the chip was registered with another microchip business they have recently merged with. Chip number is not recognised on identibase's website but is on the other business' website however they are forcing a redirect to identibase's website so unable to use the previous business' website.

Had 1 customer service email saying the chip has been transferred however it does not show on my account. Get an automatic email reminder every few days saying the chip needs transferring and another automatic email to say identibase will be in contact in 3 working days.

I will reconsider my review when the issue is resolved.

21 August 2026
Unprompted review
Rated 1 out of 5 stars

Paid £39 for a transfer of ownership which has not been done…

Paid £39 for a transfer of ownership which has not been done and no response whatsoever from identibase when I contacted them about it. I will have to do a chargeback. Identibase charge £39 PER YEAR which is ridiculous when I can register my cat's microchip on a DEFRA approved database for just £2.99 one off fee (which is what I have done). Databases and cloud storage is cheap so an annual fee is ridiculous.

21 August 2026
Unprompted review
Rated 5 out of 5 stars

We rescued three cats who were…

We rescued three cats who were abandoned when neighbour moved away. Decided to get them chipped but found that three were already done.
Transferred 2 on to our account but third was already on another persons. Identibase support were great and went through the process of transfer with us. Could not have been more helpful.

27 August 2026
Unprompted review
Rated 5 out of 5 stars

Transferring a microchip

I have just rehomed a cat and needed to transfer ownership to myself. It was so easy. One short phone call answered by a very cheerful and helpful Izzy and it was all done!

28 August 2026
Unprompted review
Rated 5 out of 5 stars

Registering

The young man who assisted me with my query was patient and helpful and sorted out my questions

28 August 2026
Unprompted review
Rated 5 out of 5 stars

My beautiful girl passed away right in…

My beautiful girl passed away right in the middle of Christmas and the New Year. We took the difficult decision to ease her suffering. I was so upset that I forgot to inform Identibase. They sent a reminder to update her details abd I informed them. I then got a really sweet, personal reply back from Jack. The personal touch really does make all the difference in difficult times like these.

28 August 2026
Unprompted review
identi logo

Reply from identi

Thank you so much for taking the time to share such a personal and heartfelt review with us.

We are truly sorry to hear about the loss of your beautiful girl. Losing a much-loved pet is incredibly painful at any time, but having to make such a difficult decision during the Christmas and New Year period must have made an already heartbreaking experience even harder. Please accept our sincere condolences.

It is completely understandable that informing Identibase was not at the forefront of your mind while you were dealing with such a difficult loss. We’re pleased that when you were able to update us, Jack took the time to respond personally and with the care and compassion you deserved.

We’re particularly touched to hear that Jack’s personal message made a difference to you. Our pets become such an important part of our families, and we know that behind every microchip record is a much-loved animal and their family. That’s why we always want our customers to feel that they are speaking to people who genuinely understand the importance of what they are dealing with.

We’ll be sure to pass your incredibly kind comments on to Jack. Knowing that his thoughtful and personal response brought you some comfort during such a difficult time will mean a great deal to him.

Thank you again for your lovely feedback and for allowing us to be part of your journey with your beautiful girl. We’re so sorry for your loss, and we hope that, in time, the wonderful memories you made together will bring you some comfort.

Warm regards,

Ben
Identibase

Rated 5 out of 5 stars

Helpful

Helpful, friendly and paitient

28 August 2026
Unprompted review
identi logo

Reply from identi

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

We’re delighted to hear that you found our team helpful, friendly, and patient. These are qualities we really value, as we want every customer to feel listened to, supported, and confident that their query is being handled properly.

We understand that questions or issues relating to your pet’s microchip record or account can sometimes be confusing, so taking the time to listen carefully and explain things clearly is an important part of the service we aim to provide. It’s fantastic to know that you felt well supported during your experience with us.

Your kind feedback means a great deal to the whole team and is a wonderful recognition of the effort our advisors put into making every interaction as positive and straightforward as possible.

Thank you again for your fantastic feedback and for choosing Identibase. We truly appreciate your support and wish you and your pet many happy, healthy, and safe years together.

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

Rated 4 out of 5 stars

Overall happy - thanks!

A little miffed I had to pay to update my address and name on the system and that the basic service didn't cover multi-cats in my household, but it's one of those things I guess.
Customer service was top notch and the speed that they answered my call and dealt with my enquiry was fab!

28 August 2026
Unprompted review
identi logo

Reply from identi

Our standard registration is free, and the basic service provides the core microchip registration needed to keep your pet’s details on the database. However, changes to keeper information, such as a change of name or address, require an update to the existing record and associated administration, which is why a charge can apply. Our additional subscription options are also designed to provide greater flexibility for customers with multiple pets, along with enhanced benefits beyond basic registration.

That said, we’re absolutely delighted that you felt the customer service you received was top notch! It’s fantastic to hear that your call was answered quickly and that our team was able to deal with your enquiry efficiently. We know that being able to speak to a real person without a lengthy wait can make a huge difference, particularly when you simply need some help or clarification.

Providing friendly, knowledgeable, and efficient support is something we take great pride in, so your comments about the speed of our response and the way your enquiry was handled are fantastic recognition for the whole team.

Thank you again for your honest feedback and for choosing Identibase. We really appreciate your support and are pleased that, despite your frustrations with some of our charges and services, you had such a positive experience with our Customer Care team.

We wish you and all your cats many happy, healthy, and safe years together. 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

Rated 5 out of 5 stars

Agent Lewis was very helpful and…

Agent Lewis was very helpful and informative and was able to answer all my questions. Pleasant and friendly.

27 August 2026
Unprompted review
identi logo

Reply from identi

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

We’re absolutely delighted to hear that Lewis was so helpful and informative and was able to answer all of your questions. It’s fantastic to know that he took the time to make sure you had the information you needed and that you found him pleasant and friendly throughout your conversation.

We understand that when you contact us with questions about your pet’s records or account, it’s important to feel confident that you’re speaking with someone who understands your situation and can provide clear and accurate guidance. Our aim is always to make things as straightforward as possible, while ensuring every customer feels listened to and supported.

It’s wonderful to hear that Lewis provided exactly that experience. His friendly approach combined with his knowledge is exactly the type of customer service we want to deliver, and your feedback is fantastic recognition of the effort he puts into helping our customers.

We’ll be sure to pass your kind comments on to Lewis. Knowing that he was able to answer all your questions and make your experience such a positive one will mean a great deal to him.

Thank you again for your fantastic feedback and for choosing Identibase. We truly appreciate your support and wish you and your pet many happy, healthy, and safe years together.

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

Rated 5 out of 5 stars

Page was so friendly

Page was so friendly, helpful & positive ... got me sorted ... thank you, Paige!!

27 August 2026
Unprompted review
identi logo

Reply from identi

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

We’re absolutely delighted to hear that Paige was so friendly, helpful, and positive and was able to get everything sorted for you. It’s fantastic to know that she made such a great impression and helped make your experience with Identibase such a positive one.

We understand that when you need to contact us about a query or issue, you want someone who will listen, understand what you need, and make the process as straightforward as possible. It’s wonderful to hear that Paige did exactly that and was able to resolve everything for you efficiently.

Providing friendly, approachable, and professional customer service is something we take great pride in, and feedback like yours is a fantastic recognition of the care and enthusiasm our team brings to every customer interaction.

We’ll be sure to pass your kind comments on to Paige. Knowing that her positive attitude and willingness to help made such a difference will mean a great deal to her.

Thank you again for your fantastic feedback and for choosing Identibase. We truly appreciate your support and wish you and your pet many happy, healthy, and safe years together.

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

Rated 5 out of 5 stars

Ellie responded quickly to the query of…

Ellie responded quickly to the query of a microchip which was wrongly registered and was able to help getting it registered to the correct owner.
Very helpful indeed.

27 August 2026
Unprompted review
identi logo

Reply from identi

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

We’re delighted to hear that Ellie responded quickly to your query and was able to help resolve the issue with the microchip registration. We understand how important it is to make sure your pet’s microchip is registered to the correct keeper, so it’s fantastic to know that Ellie was able to guide you through the necessary process and get everything sorted.

When information on a microchip record is incorrect, it’s important that we take the appropriate steps to make sure the record is updated accurately and securely. We’re pleased that Ellie was able to explain what was needed and provide the support to get the registration corrected without unnecessary delay.

It’s also wonderful to hear that you found Ellie so helpful. Providing friendly, knowledgeable, and efficient support is exactly what we strive for, particularly when customers are dealing with something as important as their pet’s identification and safety.

We’ll be sure to pass your kind comments on to Ellie. Knowing that she was able to respond promptly and make such a positive difference to your experience will mean a great deal to her.

Thank you again for your fantastic feedback and for trusting Identibase with your pet’s important microchip information. We truly appreciate your support and wish you and your pet many happy, healthy, and safe years together.

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

Rated 5 out of 5 stars

I was able to talk to a real person…

I was able to talk to a real person without a lengthy wait. The person who answered my call was extremely helpful and informative, also had a very nice manner. Overall a good experience

26 August 2026
Unprompted review
identi logo

Reply from identi

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

We’re delighted to hear that you were able to speak to a real person without a lengthy wait and that the advisor who answered your call was extremely helpful, informative, and pleasant to deal with. It’s fantastic to know that you had such a positive experience from start to finish.

We know how valuable it is to be able to speak directly to someone when you have a question or need help, particularly when it concerns something important relating to your pet. Our aim is always to make contacting us as straightforward as possible and ensure that, when you do reach us, you receive clear, accurate, and helpful information from a friendly member of the team.

It’s wonderful to hear that our advisor’s manner made such a positive impression. We take great pride in providing customer service that is not only efficient and knowledgeable, but also warm and approachable. Your feedback is a fantastic recognition of the effort our team puts into every conversation.

We’ll be sure to share your kind comments with the wider team. Feedback like yours is hugely encouraging and helps motivate us to continue delivering the high standard of service our customers and their pets deserve.

Thank you again for your fantastic feedback and for choosing Identibase. We truly appreciate your support and wish you and your pet many happy, healthy, and safe years together.

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

Rated 5 out of 5 stars

Lewis was helpful

Lewis was helpful, explaining everything I asked. Great company with a good service

25 August 2026
Unprompted review
identi logo

Reply from identi

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

We’re delighted to hear that Lewis was helpful and took the time to explain everything you wanted to know. Making sure our customers receive clear, straightforward answers to their questions is really important to us, so it’s fantastic to know that Lewis provided exactly the level of support you needed.

We understand that pet microchip records and account information can sometimes raise questions, and our aim is always to make things as simple and easy to understand as possible. It’s wonderful to hear that Lewis was able to guide you through everything clearly and leave you feeling confident in the information you received.

We’re also really pleased to hear that you consider Identibase a great company with a good service. Our Customer Care team works hard every day to provide friendly, knowledgeable, and professional support, so feedback like yours is a fantastic reflection of the service we strive to deliver.

We’ll be sure to pass your kind comments on to Lewis. Knowing that he was able to answer your questions and provide such a positive experience will mean a great deal to him.

Thank you again for your fantastic feedback and for choosing Identibase. We truly appreciate your support and wish you and your pet many happy, healthy, and safe years together.

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

Rated 5 out of 5 stars

Excellent advice and help

25 August 2026
Unprompted review
identi logo

Reply from identi

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

We’re absolutely delighted to hear that you received excellent advice and help from our team. Providing clear, knowledgeable, and friendly support is something we take great pride in, so it’s fantastic to know that you had such a positive experience.

We understand that when you contact us with a question or issue, you want to feel confident that you’re speaking to someone who understands your situation and can provide the right guidance. Our aim is always to make things as straightforward as possible and ensure you feel supported from the moment you get in touch.

Your kind feedback is a wonderful reflection of the hard work our Customer Care team puts into helping pet owners every day. Comments like yours really do mean a great deal to the whole team and encourage us to continue providing the high standard of service our customers and their pets deserve.

Thank you again for your fantastic feedback and for choosing Identibase. We truly appreciate your support and wish you and your pet many happy, healthy, and safe years together.

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

Rated 5 out of 5 stars

Phone Contact so Helpful

Once I got through on the phone it was perfect. Piper was friendly, professional and sorted out my query within a few minutes. (5 stars.)
The email I'd previously had to activate my account did NOT say there was a 24 hour time limit so I'd had trouble setting up my account.

25 August 2026
Unprompted review
identi logo

Reply from identi

Thank you so much for taking the time to leave such a detailed review and for your five-star rating!

We’re delighted to hear that, once you reached us, Piper was able to make the experience a positive one. It’s fantastic to know that she was friendly, professional, and able to understand your query and get everything sorted for you within just a few minutes.

We’re sorry, however, that you experienced difficulties when initially trying to activate your account. We appreciate how frustrating it must have been to go through the activation process only to find that the link was no longer working, particularly when the email you received did not make the 24-hour time limit clear enough.

We really appreciate you highlighting this to us. Clear communication is extremely important, especially when we are asking customers to complete an important step such as activating their account. Feedback like yours helps us identify where our communications can be clearer and where we can improve the customer experience.

It’s wonderful that you were able to speak with Piper and that she could quickly resolve the issue for you. We’ll be sure to pass your kind comments on to her – she’ll be really pleased to know that her friendly and professional approach made such a difference.

Thank you again for your patience, your constructive feedback, and for giving us the opportunity to put things right. We’re really pleased that we could get you up and running and hope you now find your Identibase account straightforward and easy to use.

If you ever need any further assistance or have any questions in the future, please don’t hesitate to get in touch – our friendly team is always here and happy to help.

Warm regards,

Ben
Identibase

Rated 5 out of 5 stars

Paris was very friendly and…

Paris was very friendly and professional i thought it might be complicated and I was very stressed as moving house is a very big event in someone's life. Paris made it so simple and quick and I very much appreciated that and also to know my beloved cats are still safe.

Thank you Paris (beautiful name too)
Kind regards
Heidi

24 August 2026
Unprompted review
identi logo

Reply from identi

Hi Heidi,

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

We’re absolutely delighted to hear that Paris was able to make updating your details so simple and quick, particularly at a time when you already had so much to think about with moving house. As you rightly say, moving can be a huge event in someone’s life, and we completely understand that the last thing you need is another complicated task adding to the stress.

It’s fantastic to hear that Paris was able to provide such a friendly and professional service and take the worry out of the process for you. Making things straightforward for our customers is exactly what we aim to do, and it’s wonderful to know that Paris was able to give you the reassurance you needed that your beloved cats’ details are up to date and that their important microchip records remain in place.

We know just how much our pets mean to us, so having peace of mind that their information is accurate and accessible is incredibly important. Should one of your cats ever go missing, having the correct details registered gives you that added reassurance that you can be contacted if they are found and their microchip is scanned.

We’ll be sure to pass your lovely feedback on to Paris. We’re sure she’ll be delighted to hear your kind comments – and we’ll also let her know that you think she has a beautiful name!

Thank you again for your fantastic feedback and for trusting Identibase with your cats’ important microchip information. We truly appreciate your support and wish you every happiness in your new home, along with many happy, healthy, and safe years with your beloved cats.

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

Rated 5 out of 5 stars

Excellent customer service!

Excellent customer service!
Very helpful & dealt with my enquiry quickly.

24 August 2026
Unprompted review
identi logo

Reply from identi

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

We’re absolutely delighted to hear that you received excellent customer service and that our team was able to deal with your enquiry quickly and efficiently. Providing prompt, helpful, and professional support is exactly what we strive for, so it’s wonderful to know that you had such a positive experience.

We understand that when you contact us with a question or issue, you want to know that it will be taken seriously and dealt with without unnecessary delays. Our aim is always to make the process as straightforward and hassle-free as possible, while ensuring you receive clear and helpful information.

Your kind feedback is fantastic recognition of the hard work our Customer Care team puts into every interaction. Comments like yours really do mean a great deal to the whole team and encourage us to continue delivering the high standard of service our customers and their pets deserve.

Thank you again for your wonderful feedback and for choosing Identibase. We truly appreciate your support and wish you and your pet many happy, healthy, and safe years together.

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

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