About Petify

Welcome to Petify.uk where pets come first, always.

We are more than just a pet marketplace - we are a passionate team of animal lovers, tech innovators, and safety advocates dedicated to creating the safest, most trusted place to connect responsible pet owners, reputable breeders and animal welfare organizations. Our aim is for all of the pets on our site to find homes with people who will love, care for, and be responsible for them. Whether you're looking to welcome a new companion or find a caring home for one, Petify is here to help with compassion, care, and the tech to back it up.

Petify takes animal welfare and safety seriously and fully support the PAAG Advertising Standards, The Animal Welfare Act and Lucy's Law. Poor breeding circumstances, careless ownership, and impulsive purchases cause far too many animals to suffer. We want to end that pattern by putting safety, education, and moral behaviour first.

The Pet Advertising Advisory Group

The welfare of the puppies, dogs, kittens, cats and other pets advertised on our website is of most importance to us and is why Petify engage with PAAG (The Pet Advertising Advisory Group) to ensure our adverts meet the PAAG Advertising Standards. PAAG also seeks to increase public awareness about the importance of acting responsibly when purchasing pets advertised online or in print, emphasizing the need for thorough research before making a decision.

Petify is proud to be recognized as one of PAAG's Engaging Websites and is fully committed to meeting the high standards they promote.

Lucy's Law

Did you know? Lucy's Law was introduced to stop the cruel practice of puppy farming and to ensure better welfare for young animals. At Petify, the wellbeing of pets is our top priority. That's why we proudly follow Lucy's Law, which means we have strict measures in place to prevent adverts of puppies or kittens from third-party sellers.

To ensure compliance with Lucy's Law, all listings on our website regarding puppies or kittens for sale must include at least one photo showing the mother with her litter.

In some cases we may carry out additional verification checks, which require breeders to capture and upload a real-time photo of the mother with her litter using their mobile device. This step helps us verify the authenticity of the listing, maintain high animal welfare standards and be confident the animals are genuine and well looked after.

The Animal Welfare Act

Animal welfare is at the heart of everything we do. We strictly adhere to the standards set forth by the Animal Welfare Act, and listings on Petify is thoroughly vetted to ensure it meets these guidelines.

At Petify we're committed to making pet rehoming safer, more trustworthy, and more transparent for everyone involved. That's why we're proud to be the first platform in the UK to introduce a real-time photo verification feature.

Real-time photo verification

When someone posts an advert they may be required to take a live photo of the pet using their mobile device, not just upload an old or stock image. This step helps us confirm that:

• The pet genuinely exists
• The photos of the pet uploaded represents the genuine pet
• The pet's living conditions can be seen at the time of posting

This extra layer of verification helps prevent scams, supports animal welfare, and gives peace of mind to potential adopters or buyers. It's just one of the ways we're raising the standard for online pet listings and putting the wellbeing of pets first.

Identity Verification for a Safer Community

To help create a trustworthy and secure platform, we’ve partnered with Stripe, a leading identity verification provider, to verify the identity of users who post adverts.

As part of this process, users may be asked to provide official identification and take a selfie. This helps confirm that accounts are tied to real people, reducing the risk of scams and improving confidence for buyers and sellers alike.

We believe this extra step is essential for building a safe and reliable pet rehoming community where everyone can connect with peace of mind.

AI for Pet Adverts

Ensuring the safety, authenticity, and quality of all pet adverts we employ advanced artificial intelligence (AI) technology as part of our advert approval process.

We use AI power to carefully analyse text to quickly identify any potential red flags, inappropriate content, or indicators of unethical practices. This innovative approach allows us to maintain a high standard of adverts and promote responsible pet ownership.

By harnessing the capabilities of AI, we significantly enhance the accuracy and efficiency of our advert screening process. This means safer interactions, faster approvals, and a better overall experience for both pet seekers and responsible breeders or pet owners alike.

We believe that technology, combined with human oversight, creates a trusted environment that helps pets find loving, caring homes safely and responsibly.

Our mission is simple: To help pets find loving homes, ethically and responsibly.