Pet rehoming platform Pets4Homes has introduced a new ID verification feature to improve safety and security for owners looking to buy, sell or rehome a pet through the service.
The new process uses technology from Onfido to apply bank grade security to the ID verification process and gives users posting an advert the option to provide an official form of ID.
To verify their identity, users must upload an official ID such as a passport, driver’s licence, identity card and residence permit, as well as a photo of themselves, which is checked by AI technology. Once verified, users receive a blue tick on their profile, giving other users more confidence when making contact with a seller and helping to prevent fraudulent activity on the platform. Currently, the Pets4Homes Trust & Safety team block more than 1,000 suspicious adverts per month.
Initially, users in high-risk categories are being asked to verify their identity when uploading an advert for a pet to be rehomed. Sellers with at least one advert in place already can do this voluntarily.
Axel Lagercrantz, chief executive of Pet Media Group, said: “Pets4Homes is always striving to create a more trusted and safe environment for our users. Introducing ID verification is another step in ensuring that as a user you can have peace of mind that the users you are interacting with are who they say they are.”
Pets4Homes claims to be the UK’s largest pet rehoming site for private individuals, breeders and rescue centres, with over one million pets being rehomed through the platform each year. Pets4Homes was acquired by Pet Media Group in August 2019.
