Privacy Policy

Last updated: 11 October 2026

1. Introduction

PawTrak ("we", "our", "us") is committed to protecting your privacy. This Privacy Policy explains how we collect, use, store, and protect your personal information when you use our website and services at pawtrak.co.uk.

PawTrak is a trading name of LostLink Ltd, registered in England and Wales, company number 15989968. Registered office: 36 Willington Road, Swindon, Wiltshire, SN25 2HB. For any questions about this policy, please contact us at info@pawtrak.co.uk.

2. Information We Collect

We collect the following types of information:

  • Account Information: Name, email address, phone number, and postal address when you create an account or place an order.
  • Pet Information: Pet name, breed, age, medical information, and photos that you choose to provide for your pet profiles.
  • Payment Information: Payment details are processed securely by Stripe and we do not store your full card details.
  • Usage Data: Information about how you use our website, including pages visited and QR code scan data.
  • Location Data: A finder can choose to share device location when scanning or contacting you. Location accuracy depends on the device and signal and may be unavailable.

3. How We Use Your Information

We use your personal information to:

  • Provide and maintain our QR pet tag and notification services
  • Process orders and deliver products to you
  • Send finder contact emails on Basic and Premium, and QR scan alerts for Premium pets
  • Manage your subscription and account
  • Send marketing communications (only if you've opted in)
  • Improve our services and develop new features
  • Comply with legal obligations

4. Legal Basis for Processing (UK GDPR)

We process your personal data based on:

  • Contract: To fulfil our agreement with you when you subscribe to our services
  • Legitimate Interests: To improve our services and communicate important updates
  • Consent: For marketing communications and optional data sharing
  • Legal Obligation: To comply with applicable laws and regulations

5. Data Sharing

We do not sell your personal information. We may share data with:

  • Service Providers: Payment processors (Stripe), email services, and hosting providers who help us operate our business
  • Pet Finders: When someone scans your pet’s QR code, we share only the information you choose to display. Owner phone, email and address are hidden by default. The finder can submit a contact form; you receive their message and contact details by email
  • Legal Requirements: When required by law or to protect our rights

6. Data Retention

Basic is free for as long as PawTrak operates. Canceling Premium does not delete your profile or photos; Basic displays 1 photo and extra photos are hidden, not deleted. If PawTrak ends, we will give at least 60 days’ notice and provide a data export. We retain your personal information for as long as your account is active or as needed to provide our services. After account deletion, we may retain certain information for up to 7 years to comply with legal and accounting requirements.

7. Your Rights

Under UK GDPR, you have the right to:

  • Access: Request a copy of your personal data
  • Rectification: Correct inaccurate or incomplete data
  • Erasure: Request deletion of your data (right to be forgotten)
  • Restriction: Limit how we process your data
  • Portability: Receive your data in a portable format
  • Object: Object to certain processing activities
  • Withdraw Consent: Withdraw consent at any time where processing is based on consent

To exercise these rights, please contact us at info@pawtrak.co.uk.

8. Cookies

We use essential storage to make the website work, such as keeping you signed in and remembering your basket. This doesn't need your consent.

With your consent we also use Google Analytics (to see how people use the site) and the Meta Pixel (to measure our adverts). These are not loaded at all unless you choose Accept on the cookie banner, and nothing is loaded if you choose Reject. We don't load them on public pet profiles unless you've already accepted.

You can change your choice at any time: Cookie settings. Contact info@pawtrak.co.uk for details or to exercise your privacy rights.

9. Data Security

We implement appropriate technical and organisational measures to protect your personal data, including encryption, secure hosting, and access controls. However, no method of transmission over the internet is 100% secure.

10. Children's Privacy

Our services are not directed to children under 16. We do not knowingly collect personal information from children under 16. If you believe we have collected such information, please contact us immediately.

11. Changes to This Policy

We may update this Privacy Policy from time to time. We will notify you of significant changes by email or through our website. Your continued use of our services after changes constitutes acceptance of the updated policy.

12. Contact Us

If you have questions about this Privacy Policy or wish to exercise your rights, please contact us:

Email: info@pawtrak.co.uk

You also have the right to lodge a complaint with the Information Commissioner's Office (ICO) at ico.org.uk.