I lost my cat May 21 2012. I used this service for the targeted zip code and received 5 phone calls from people who received the "Amber Alert" for Rigby. over the next 3 weeks I received additional calls from people who were seeing Rigby in the targeted area. I also registered a lost animal at Humane Society and Animal Control. I used google maps to obtain addresses for homes in the area most similar to our home environment. From there I received 2 more contacts. I placed ads on Craigs list for Lost and Found and Pets category and received 3 calls. After 5 Weeks of searching Rigby was picked up at turned into the Humane Society. I had him microchiped and paid $193 and brought him home. I'm not sure what happened to him while he was gone, but he is emotionally different. Not as sure of himself, not as willing to go outside and spent hours resting and sleeping. (he was very outdoors and active) Now, hes home and happy.