Treat

What Treat does

Treat (legal name TREAT) is a Tel Aviv-based mobile application company that converts casual gameplay into real-world donations to animal shelters. The free iOS and Android app allows users to play games and earn virtual rewards that translate into physical pet supplies-treats, meals, medical items, and toys-which are shipped at no cost to partnered animal shelters across the United States via Chewy. The platform integrates with Petfinder.com to create virtual representations of real shelter dogs, enabling users to select an animal, play to earn items for that specific dog, and receive updates when the dog is adopted. Since its founding, Treat reports facilitating the donation of over 40 million items and the rescue of more than 20,000 dogs, with a 4.8-star rating on Google Play and hundreds of additional shelters awaiting onboarding.

The business serves two distinct stakeholder groups: end users (individual pet owners and animal lovers who engage with the app on a freemium basis) and shelter partners (nonprofits such as Special Pals, Nevada SPCA, BASS Animal Rescue, It Takes A Village, Good Shepherd Humane Society, and Antietam Humane Society that receive donated supplies). Revenue mechanics are not publicly disclosed; the freemium app charges users nothing, suggesting reliance on donations, grants, brand partnerships, or in-app advertising. The company has raised $2.425M in seed funding from PETstock, Stardom Ventures, and Velo Partners, operates with 11-50 employees, and is headquartered in Tel Aviv while serving only the US market.

The underlying technology stack is a mobile gaming application on iOS and Android, differentiated by a domain-specialized Virtual Shelter Dog System that maps Petfinder.com data into the gameplay loop. Distribution is exclusively through the Apple App Store and Google Play Store, with growth driven by app store optimization and word-of-mouth referrals powered by the social-impact mission.

Name

Treat

Legal name

TREAT

Website

https://treatva.com

Company type

Private

Founded year

2022

Operating status

Operating

Headcount range

11–50 employees

Short description

Treat operates a free mobile gaming app where users play casual games to earn real pet supplies-treats, meals, medical items, and toys-that are shipped via Chewy to partnered US animal shelters, with virtual shelter dogs sourced from Petfinder.com.

Ownership category

akta.pro rank

Product category

Social Impact Mobile Gaming

NAICS

Pet Care (except Veterinary) Services (81291), Pet and Pet Supplies Retailers (45991)

SIC

Retail-Hobby, Toy & Game Shops (5945)

akta.pro primary industry

Treats & Chews (CRADAFAE)

akta.pro secondary industries

Pet Treats & Chews (AFADAFAF), Animal Shelters & Adoption Services (BPAGAIAA), Preventive Care & Vaccination Clinics (HLAMAAAB), Pet Health & Wellness Retail (Supplements, OTC, Flea/Tick) (CRALAHAC), Pet Toys & Enrichment Retail (CRALAHAE), Cage-Free / Open-Play Dog Daycare (HSANAFAC)

Keywords

• Mobile gaming app
• Social impact gaming
• Animal welfare donations
• Shelter pet supplies
• Gamified charitable giving

Headquarters

HQ city

Tel Aviv

HQ country

Israel

HQ region

Middle East

Markets served

GTM type

B2C

Offering type

Software

Cost components

Technology or R&D, Operations, Personnel, Marketing or Sales

Revenue model

1. Free Mobile Gaming: The app is free for users to download and play. Users earn game items that translate into real goods (treats, meals, medical items, toys) shipped to shelters. Revenue model appears to be funded through donations, grants, or potentially advertising within the app.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels2 records

Core offering

Treat operates a free mobile gaming app (iOS and Android) that enables individual users to play casual games and earn real pet supplies—treats, meals, medical items, and toys—that the company ships directly to partnered animal shelters via Chewy. Users select real shelter dogs (sourced through Petfinder.com), virtually care for them through gameplay, and track rescue outcomes, creating a gamified loop between digital entertainment and physical charitable giving.

Product overview

TREAT is a single mobile application platform that connects mobile gaming with shelter dog welfare. Users play casual games to earn virtual rewards that translate into real pet supplies, which the company sources and ships to partnered shelters via Chewy. The app creates virtual representations of real shelter dogs (using Petfinder.com data) that users can support, with the goal of facilitating actual adoptions and providing ongoing support to shelters. The platform has facilitated over 40 million items donated and helped rescue over 20,000 dogs.

Differentiator

Problem solved

Functional benefit

Products and services

• TREAT Mobile App A free mobile gaming application for individual iOS and Android users where players select a real shelter dog (via Petfinder.com integration), play casual games, and earn real pet items—treats, meals, medical items, and toys—that Treat ships directly to the selected shelter through Chewy at no cost to the user or shelter.

Named customers6 records

Segments1 record

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature1 record

Partnerships

Two partnerships are on record, tiered core.

• Petfinder.comcoreTechnology or IntegrationPetfinder.com provides the data and virtual dog profiles that TREAT uses to create virtual representations of real shelter dogs. Users can see real shelter dogs from Petfinder in the app.
• ChewycoreStrategic or Co-development PartnerChewy is the fulfillment partner that ships real treats, meals, medical items and toys to shelters. All items are sent free to shelters via Chewy.

Scale indicators4 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• ASPCA: Established national animal welfare organization running shelter, rescue, and advocacy programs. Broad scope with comparable shelter dog welfare mission but as a nonprofit.
• Best Friends Animal Society: Major national animal welfare nonprofit operating sanctuary and shelter programs. Comparable mission around shelter dog rescue; much larger scale and nonprofit structure vs. Treat's for-profit model.
• Rover: Largest US pet care marketplace connecting pet owners with sitters, walkers, and boarders. Operates in the broader pet services space with overlapping pet-lover audience.
• Chewy: Treat's fulfillment partner and the largest US online pet supplies retailer. Operates in the same pet ecosystem but as a public-company retailer rather than a gaming platform.

Direct peers

• Petfinder: Treat's data partner for virtual shelter dog profiles, and the dominant pet adoption search platform in North America. Strongly aligned mission around shelter pet welfare and adoption.
• Adopt-a-Pet: Pet adoption platform connecting consumers with shelter animals across North America. Shares Treat's mission of helping shelter dogs find homes and serves an overlapping audience of animal lovers.
• Charity Miles: Mobile app that converts physical activity (walking, running) into corporate-sponsored charitable donations. Closest peer in the gamified-impact-for-charity category with similar consumer engagement mechanics.
• Free Rice: UN World Food Programme's quiz game that donates rice for each correct answer. Most direct analog to Treat's gaming-to-charitable-donation model, though focused on hunger rather than animal welfare.

Emerging players

• BarkBox: Subscription-based pet product company that actively supports shelter dogs through donations and programs. Overlapping audience of dog lovers and partial overlap on shelter support mission.

Others

• Greater Good Charities: Nonprofit running shelter pet food programs and Click-to-Give style platforms that route consumer engagement into charitable donations. Adjacent operating model to Treat's gamified giving concept.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/VirtuallyAdopt
• LinkedInlinkedin.com/company/treat-virtual-adoption

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds1 record

Investors3 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Treat