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 Organization

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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Asks customers to review

This company invites their customers to review, whether positive or negative

Replied to 97% of negative reviews

Typically replies within 48 hours

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4.3

All reviews

(5,377)

1,323 reviews in the last 12 months

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Companies on Trustpilot aren't allowed to offer incentives or pay to hide reviews. Reviews are the opinions of individual users and not of Trustpilot. Read more

Rated 1 out of 5 stars

Don't bother

Service was nothing like what they described so I decided to cancel . Months of telling them that I've cancelled my subscription and they still keep on trying to take money from me and emailing me

8 September 2026
Unprompted review
Rated 5 out of 5 stars

Jack whom I dealt with over the…

Jack whom I dealt with over the transfer of keepership was brilliant. So knowledgeable and friendly and polite. He made the whole experience fantastic. I couldn’t recommend the company more, great service and outstanding value.

8 September 2026
Unprompted review
Rated 1 out of 5 stars

Zéro information on look up events

One of my cats is missing, and someone looked up his microchip number on Identibase last Friday. I was not contacted by phone or email, even though Identibase should redirect to PetDatabase, where my contact details are registered.
I contacted the company, but they say they cannot provide any information about the lookup event. At the very least, knowing approximately where the lookup was made would be incredibly helpful in trying to locate my cat.

What makes this particularly disappointing is that their website states that they retain IP addresses for reunification purposes.

Very sad and disappointing, especially when every bit of information could make a difference in bringing a missing pet home.

8 September 2026
Unprompted review
Rated 5 out of 5 stars

Chloe H

Chloe
From Identibase was very helpful, and sorted out our updated details. Thank you very much for helping us.

7 September 2026
Unprompted review
Rated 5 out of 5 stars

I have recently changed address and…

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 make sure it is all up to date and really put my mind at rest. Excellent service and help. Highly recommend 🤗.

4 September 2026
Unprompted review
Rated 5 out of 5 stars

Puppy chip registration.

Rang to register our new puppy after using a company PetChipGlobal proved to be a scam.
Requested a call back from the receptionist, which cams through.
Puppy registered as requested.

2 September 2026
Unprompted review

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