24Pet

What 24Pet does

24Pet, doing business as "24Pet by PetPlace," is a privately-held North American provider of technology and services for the animal welfare ecosystem, operating as a business unit within PetPlace. The company offers a vertically integrated stack comprising shelter management software (PetPoint, Chameleon, and the next-generation 24PetShelter), rescue management software (24PetRescue), ICAR-certified ISO 11784/85 RFID microchips under the 24Petwatch brand, and the 24Petwatch Registry — North America's largest microchip registry with over 30 million registered pets and 730,000+ pets reunited with families. Its products serve animal shelters, foster-based rescue organizations, veterinary clinics, and indirectly pet parents through the PetPlace.com consumer platform.

The company's core technology centers on cloud-based and server-based shelter management platforms that handle animal intake, kennel management, medical records, adoption workflows, citations, and field services, with native integration into the 24Petwatch microchip registry and the PetPlace adoption search engine. Chameleon offers extensive customization with modules such as ScanIt (barcode data entry), Quick Kennel, WebChameleon, WebLicensing, and PostMaster (automated email). 24PetShelter is the mobile-first successor platform built on modern architecture. The Digital Checkout Experience add-on enables paperless adoption workflows with embedded donation prompts and pet insurance referrals. The microchip product line uses exclusive ICAR-assigned prefixes (982 and 941) with anti-migration design, ergonomic injectors, and complete factory-to-implant traceability.

24Pet monetizes through a diversified multi-model approach: subscription licensing for PetPoint and Chameleon, performance-based fees of $5 per adoption for 24PetShelter, hardware sales of microchips (with exclusive veterinary pricing), freemium registry with optional premium Pet Protection memberships, free 24PetRescue software functioning as a top-of-funnel acquisition channel, and affiliate/referral revenue from embedded pet insurance comparison tools. Distribution is via direct enterprise field sales, the 24Pet E-Store, the Pethealth Community portal, the Pet Professional Portal for individual microchip registration, and veterinary clinic partnerships across the United States and Canada. The company reports a network of 5,000+ animal welfare organizations, 1 million+ adoptions facilitated annually, and 2.2 million+ microchips distributed yearly.

Name

24Pet

Legal name

24Pet

Website

https://24pet.com

Company type

Private

Operating status

Operating

Short description

24Pet by PetPlace is a North American animal welfare technology provider offering cloud-based shelter management software (PetPoint, Chameleon, 24PetShelter), free rescue software, ICAR-certified microchips, and the largest US/Canada microchip registry serving shelters, rescues, veterinary clinics, and pet parents.

Ownership category

akta.pro rank

Product category

Animal Welfare Shelter Management Software

NAICS

Pet Care (except Veterinary) Services (81291), Pet and Pet Supplies Retailers (459910)

akta.pro primary industry

Pet Care & Pet Services Platforms (Sitting, Walking, Grooming) (BPAMAHAI)

akta.pro secondary industry

Lost & Found, Reunification & Microchipping Programs (BPAGAIAL)

Keywords

• Shelter management software
• Pet microchip registry
• Animal welfare technology
• Lost pet recovery
• Veterinary microchip solutions

Headquarters

HQ city

West New York

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Software

Cost components

Technology or R&D, Personnel, Supply Chain, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Shelter Management Software Licensing: PetPoint and Chameleon generate revenue through software licensing fees. These are cloud-based platforms used by shelters, rescues, and animal welfare organizations for daily operations management, animal tracking, medical records, and adoption processing.
2. Performance-Based Software (24PetShelter): 24PetShelter operates on a performance-based model with no subscription costs. Revenue is generated at $5 per adoption processed through the Digital Checkout Experience, with one free microchip included per eligible adoption.
3. Microchip Hardware Sales: Sale of ICAR-certified microchips (standard 12-gauge and mini 15-gauge) to veterinary clinics and animal welfare organizations. Includes registration cards, barcode stickers, and tags. Exclusive pricing available for veterinary partners.
4. Freemium Microchip Registry: Free microchip registration for pet parents with standard services. Revenue generated through optional premium Pet Protection memberships offering 24/7 veterinary helpline, Lost Pet Recovery Specialist assistance, and additional benefits.
5. 24PetRescue Free Software: Free cloud-based rescue management software for foster-based rescues. Serves as entry point into the ecosystem, driving adoption of other paid products and services.
6. Insurance Referral and Marketing: Veterinary clinics receive revenue-sharing benefits or microchip cost reductions when clients generate pet insurance quotes using the PetPlace comparison tool embedded in checkout or clinic workflows.

Pricing tiers

Go-to-market motion3 records

Distribution channels7 records

Marketing channels6 records

Core offering

24Pet provides cloud-based shelter and rescue management software (PetPoint, Chameleon, 24PetShelter, 24PetRescue), ICAR-certified pet microchips, and operates North America's largest microchip registry with 30M+ registered pets. The company serves animal shelters, rescues, and veterinary clinics with technology solutions for animal management, adoptions, medical records, and lost pet recovery. Pet parents access free microchip registration and premium Pet Protection memberships through PetPlace.com.

Product overview

24Pet by PetPlace operates a unified platform-plus-products architecture serving the animal welfare ecosystem. The core product portfolio spans shelter management software (PetPoint, Chameleon, 24PetShelter), rescue management software (24PetRescue), microchip hardware (24Petwatch Microchips), a microchip registry (24Petwatch Registry on PetPlace.com), and a lost pet recovery service. 24PetShelter is the next-generation mobile-first platform being positioned as the successor to PetPoint and Chameleon, while the existing products continue with ongoing support. All software products natively integrate with the 24Petwatch microchip registry and the PetPlace adoption listing engine. The ecosystem also includes the Pet Professional Portal for individual microchip registration and the Digital Checkout Experience as a PetPoint add-on for paperless adoption workflows.

Differentiator

Problem solved

Functional benefit

Brands

• 24Petwatch: Microchip and lost pet recovery brand offering ICAR-certified microchips and North America's largest microchip registry for pet identification and reunification.
• PetPoint
• Chameleon
• 24PetRescue
• 24PetShelter
• PetPlace
• Pet Professional Portal

Products and services

• PetPoint Cloud-based shelter management software for animal welfare organizations, supporting animal intake, kennel management, medical care, adoption workflows, and integration with the 24Petwatch microchip registry and PetPlace adoption engine. Includes features like scheduled reports, mobile inventory, and the Digital Checkout Experience.
• Chameleon Highly customizable shelter management software operating on private servers, designed for complex municipal shelter and field operations. Offers unlimited custom reporting, animal tracking, dashboard integration, barcode-based data entry (ScanIt, Quick Kennel), web-based tools (WebChameleon, WebLicensing), and email automation (PostMaster).
• 24PetShelter Next-generation, cloud-based, mobile-first shelter management platform built on modern architecture. Manages intake, medical records, and adoptions. Features no subscription fees for core product; charges $5 per adoption through Digital Checkout Experience with one free microchip included per eligible adoption. Saves most shelters $6+ per adoption compared to typical software costs.
• 24PetRescue Free, cloud-based, mobile-friendly rescue management software designed for animal rescue organizations. Provides animal profile management, medical file storage, adoption recordkeeping, mobile checkout with contract signing and donation collection, and automatic publishing to PetPlace.
• 24Petwatch Microchips ISO 11784/85 certified and ICAR-certified microchip products available in standard (12-gauge) and mini (15-gauge) sizes. Includes registration card, barcode sticker, tag ring, and tag with lost pet services contact information. Uses unique prefixes 982 and 941. Distributed at 2.2M+ units yearly.
• 24Petwatch Registry North America's largest microchip registry hosted on PetPlace.com with over 30 million registered pets. Offers free universal microchip registration for any brand, instant microchip lookup, lost pet recovery specialist services, SMS/text and automated phone call notifications to pet parents, and instant lost pet poster generation.

Quantifiable outcome

• 1M+ adoptions facilitated annually by partner organizations
• +4 more outcomes

Named customers16 records

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature7 records

Partnerships

Four partnerships are on record, tiered core and minor.

• American Animal Hospital Association (AAHA)coreStrategic or Co-development Partner24Petwatch registry is listed in the AAHA Microchip Lookup, the industry standard tool used by veterinarians and shelters to identify microchips and access registry information. This integration ensures pets with 24Petwatch microchips can be traced through standard industry lookup processes.
• International Committee for Animal Recording (ICAR)coreTechnology or Integration24Petwatch microchips meet ISO standards (11784 and 11785) and ICAR certifications for manufacturing code structure, frequency, and unique chip numbering. ICAR is an international organization promoting animal identification standards.
• Pet Insurance Providers (PetPlace)minorGTM or Marketing PartnerPetPlace.com provides pet insurance comparison tools integrated into 24Pet checkout experiences. Veterinarians can offer insurance education and receive referral benefits when clients generate quotes through the platform.
• 5,000+ Animal Welfare OrganizationscoreOthersNetwork of shelters, rescues, and veterinary clinics that register microchips, use shelter management software, and participate in the lost pet reunification ecosystem. These organizations collectively facilitate 1M+ adoptions annually and have reunited 730K+ pets.

Scale indicators8 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• HomeAgain: HomeAgain is one of the largest microchip registries and pet recovery services in North America, operated by Merck Animal Health. It competes directly with 24Petwatch on microchip sales, registry services, and lost pet recovery, with a similar AAHA-integrated lookup tool.
• AKC Reunite: AKC Reunite operates a major microchip registry in North America with reunification services, directly competing with 24Petwatch Registry. Both serve as primary pet identification databases used by veterinarians and shelters, and both offer enrollment and recovery services.
• RescueGroups.org: RescueGroups.org provides shelter and rescue management software with a focus on adoption listings, similar to 24PetRescue and the PetPoint adoption engine. It serves animal welfare organizations with software for managing animals, adoptions, and fostering.
• Petstablished: Petstablished provides online adoption applications and rescue management software, directly competing with 24PetRescue and the PetPoint adoption workflow. Both platforms focus on streamlining the adoption process for rescue organizations.
• DocuPet: DocuPet offers pet licensing, microchip registration, and reunification services for municipalities, directly competing with 24Petwatch Registry and microchip services. Both serve the intersection of municipal pet licensing and microchip identification.
• PetLink: PetLink operates a microchip registry and lost pet recovery service similar to 24Petwatch, with universal microchip acceptance and 24/7 support. Both are integrated into AAHA Microchip Lookup and compete for veterinary clinic partnerships.
• Petango: Petango provides shelter management software and an adoptable pet search engine, competing with PetPoint, Chameleon, and the PetPlace adoption platform. Both platforms serve animal welfare organizations with animal management and adoption listing capabilities.
• Shelterluv: Shelterluv is a modern cloud-based shelter management platform competing directly with PetPoint, Chameleon, and 24PetShelter. It serves animal shelters with intake, medical, adoption, and foster management functionality with a focus on user experience.
• AVID Identification Systems: AVID is a long-established microchip manufacturer and registry operator that competes with 24Petwatch on both the hardware side (ISO-certified microchips) and the registry/lost pet recovery service side. Both serve veterinary clinics and shelters as primary distribution channels.

Broad incumbents

• Petfinder: Petfinder is the largest pet adoption search engine, operated by Purina (Nestlé). While broader than 24Pet, it competes with the PetPlace.com adoption engine for visibility of adoptable animals and serves as an incumbent in the pet adoption search space.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

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 24Pet