- Next-gen IoT tracking for animals: CareTags introduces low-cost, single-use IoT devices providing GPS location, environmental monitoring, geofenced alerts, and real-time updates for pets, livestock, and high-value horses.
- Enhanced end-to-end visibility: Handlers can submit photos, videos, and notes while automated notifications keep owners informed during transit, ensuring transparency and peace of mind.
- Expanding partnerships and sectors: Collaborations with companies like PetAir UK and upcoming equine-sector partners extend visibility solutions across companion animals, equine, livestock, and laboratory animal transport.
- Raising industry standards: CareTags’ active tracking technology meets growing customer expectations for real-time data, supporting operational oversight, compliance, and superior customer experience in animal logistics.
As owners of pets, livestock and high-value horses increasingly expect the same real-time visibility they enjoy when tracking parcels, a new generation of low-cost, single-use IoT devices could reset service standards in the animal transport sector. CareTags, a technology company specialising in live animal logistics, is positioning itself at the centre of that shift.
From pets to prize horses
“We’re thrilled to announce a significant partnership with PetAir UK, a leader in pet transportation. This partnership is the first customer of the product in the UK. They are joining another dozen or so pet shipping companies across the world already using the product,” said Adam Melton, Founder & CEO of CareTags.
The company is also preparing to move beyond companion animals. “Beyond our initial vertical of companion animal logistics, we are strategically moving into the equine sector with another soon-to-be-announced partnership. These partnerships are leveraging a rapidly expanding network of industry stakeholders, including airlines, quarantine facilities, Border Control Posts (BCPs), and ground handlers, actively participating in providing updates. This level of end-to-end visibility is a significant advancement for the AVI logistics industry.”
Currently, CareTags’ tracking labels can be scanned by any handler along the transport chain, enabling updates with GPS locations, notes and photos or videos. These are shared directly with owners via email, text and an app, while shippers maintain operational oversight through a dedicated dashboard.
Adding active IoT tracking to the chain
The next phase is the introduction of low-cost, single-use active trackers capable of delivering precise location data, environmental monitoring and geofenced alerts.
“We’re also currently piloting an active tracking solution using affordable, single-use devices that will deliver precise location, real-time environmental monitoring (temperature, humidity, light, shock, etc), dwell time alerts, and offload notifications,” Melton said. “Such data is then used to push automated notifications to animal owners when they reach or leave defined locations (a technology called geofences). Examples: ‘Your dog, Fluffy, has just arrived at the quarantine facility’ or ‘Your horse, Apollo, has just left the Animal Hotel at AMS and is headed to aircraft loading.’
“Such live tracking devices will layer onto the aforementioned user-submitted updates. So, not only will animal owners and shipping companies be able to benefit from the more personalised updates submitted by handlers, but also automatically-triggered notifications—providing even greater end-to-end visibility.
“These single-use devices offer affordability without compromising any technical capabilities, making sophisticated IoT tracking accessible across diverse animal transportation scenarios.”
When peace of mind is data
Melton sees the customer experience as a powerful driver. “Animal owners experience unprecedented visibility and reassurance during their animals’ journeys, significantly reducing anxiety and uncertainty. What’s more reassuring than receiving a note and picture of your pet while they are on a 20+ hour journey?”
For logistics partners, the data supports quality assurance and compliance, particularly as regulatory requirements evolve. “The forthcoming active tracking technology will further amplify these benefits, offering even deeper transparency and operational control, from companion animals to high-value equine shipments—but also other specialty animal sectors (i.e. livestock and lab animals), which we’re actively preparing to launch with key partners.”
No more ‘no news’
“These partnerships emerged directly from growing customer expectations for greater transparency and real-time visibility in animal logistics. The prevailing industry mindset has often been ‘no news is good news,’ but this perspective no longer satisfies today’s customer expectations. Owners now expect the same level of visibility and data-rich connection they enjoy in other parts of daily life—such as tracking packages, ride shares, or food orders. PetAir UK, our forthcoming equine-sector partner, and our existing core of customers all recognised the urgency and necessity of meeting these evolving customer demands.”
CareTags has customers in the US, Asia, Australia/New Zealand, South Africa and the UAE, and plans to extend active tracking into equine, livestock and laboratory animal transport.
Melton expects these tools to become baseline expectations. “We anticipate a significant shift toward integrated IoT and active tracking technologies becoming industry standards, providing granular data and insights across every step of animal transport. Customers and logistics providers will increasingly expect comprehensive operational visibility, including real-time environmental monitoring, proactive alerts, and detailed data analytics. This shift will set new expectations for safety, customer reassurance, and operational excellence in animal logistics.”
“We live in an integrated and data-rich world—tracking everything from ride-shares to package deliveries and household environments. Animal logistics, however, has traditionally lagged behind. CareTags is committed to developing bespoke, technology-driven solutions that close this gap. Our immediate next steps include rapidly scaling our active, affordable IoT tracking solutions across companion animals, equine, livestock, and lab animal verticals…. We’re doing this all so that, ultimately, we’re raising industry standards for transparency, safety, and customer experience.”