Our dog's name tag had fallen off, so we were worried that it would be extremely difficult to find him. While our dog was reunited with us thanks to his microchip, I think this is a fantastic service and the money spent on the Pet Amber Alert feature was worth the peace of mind that we were doing all we could to search for our Riley. We actually had several people call us in response to the phone alert just to say they hadn't seen him, but were praying for his safe return.