About us

What is PetSquare?

PetSquare is a smartphone app for everyone connected with pets.

‘Everyone’ means everyone! — pet owners, pet service providers like dog walkers and cat sitters, vets large and small, pet product retailers, pet food manufacturers, pet insurance providers, pet charities and breed specialists… If you’re involved in keeping pets healthy, happy and feeling loved, you’ll want to be on PetSquare. (Get the free PetSquare app now! For iOS  |  For Android )

PetSquare is also a digital platform for the pet industry.

Behind the scenes, it has deep and growing integration with all aspects of pet care, from financial services and animal health to breeders, clubs and leading governing bodies. This deep integration makes PetSquare the place for pet-related business activity: it enables many current working practices to be done more simply and effectively, and opens up rich possibilities for product and service innovation.

For more info on PetSquare, see our FAQs section.

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    Why share?

    We’d love you to share as much of your information with PetSquare as you feel comfortable with.

    • The info you share with us helps us thrive and grow
    • It helps us to bring you more and more cool pet-related stuff absolutely free
    • It enables us to contribute to the care and love you give to your furry family members.

    We know that in order for you to feel happy sharing information with us, you need to feel sure that:

    • We look out for your interests
    • We behave in transparent and honest ways
    • We bring important privacy points to your attention rather than glossing over them
    • We give you simple yet effective control over your privacy.


    PetSquare Limited’s privacy policy

    PetSquare Limited (PetSquare) respects your privacy and is committed to protecting your personal data. This privacy policy will inform you as to how we look after your personal data when you visit our website (regardless of where you visit it from) or use our mobile application software (App). It will tell you about your privacy rights and how the law protects you.

    1. Important information and who we are

    Purpose of this privacy policy

    This privacy policy aims to give you information on how PetSquare collects and processes your personal data through your use of this website or the PetSquare app, including any data you may provide through this website when you register an account with us or engage in any other activity via our website or our App.

    It is important that you read this privacy policy together with any other privacy policy or fair processing policy we may provide on specific occasions when we are collecting or processing personal data about you so that you are fully aware of how and why we are using your data. This privacy policy supplements other notices and privacy policies and is not intended to override them.


    PetSquare is the controller and responsible for your personal data (collectively referred to as “we”, “us” or “our” in this privacy policy).

    If you have any questions about this privacy policy, including any requests to exercise your legal rights, please contact us using the details set out below.

    Contact details

    If you have any questions about this privacy policy or our privacy practices, please contact us in the following ways:

    Full name of legal entity: PetSquare Limited

    Email address:

    Postal address: 141a New Road, Ascot, Berkshire, SL5 8QA

    You can also contact PetSquare directly via the app, using the contact mechanism in Settings on the home screen.

    You have the right to make a complaint at any time to the Information Commissioner’s Office (ICO), the UK supervisory authority for data protection issues. We would, however, appreciate the chance to deal with your concerns before you approach the ICO so please contact us in the first instance.

    Changes to the privacy policy and your duty to inform us of changes

    We keep our privacy policy under regular review. It is important that the personal data we hold about you is accurate and current. Please keep us informed if your personal data changes during your relationship with us.

    Third-party links

    This website and the app may include links to third-party websites, plug-ins and applications. Clicking on those links or enabling those connections may allow third parties to collect or share data about you. We do not control these third-party websites and are not responsible for their privacy statements. When you leave our website, we encourage you to read the privacy policy of every website you visit.

    1. The data we collect about you

    Personal data, or personal information, means any information about an individual from which that person can be identified. It does not include data where the identity has been removed (anonymous data).

    We may collect, use, store and transfer different kinds of personal data about you which we have grouped together as follows:

    • Identity Data includes first name, last name, username or similar identifier, date of birth, gender.
    • Contact Data includes home address, email address and telephone numbers.
    • Technical Data includes internet protocol (IP) address, your login data, browser type and version, time zone setting and location, browser plug-in types and versions, operating system and platform, and other technology on the devices you use to access this website and the App.
    • Profile Data includes your username and password, posts made by, shared or liked by you, your interests, preferences, feedback and survey responses, your PetSquare friends and who you follow in your account, any photographs you choose to upload to your account including locations.
    • Usage Data includes information about how you use our website and App, and in particular how you use your account with us.
    • Marketing and Communications Data includes your preferences in receiving marketing from us and our third parties and your communication preferences.

    We also collect, use and share Aggregated Data such as statistical or demographic data for any purpose. Aggregated Data could be derived from your personal data but is not considered personal data in law as this data will not directly or indirectly reveal your identity. For example, we may aggregate your Usage Data to calculate the percentage of users accessing a specific App or website feature. However, if we combine or connect Aggregated Data with your personal data so that it can directly or indirectly identify you, we treat the combined data as personal data which will be used in accordance with this privacy policy.

    We do not collect any Special Categories of Personal Data about you (this includes details about your race or ethnicity, religious or philosophical beliefs, sex life, sexual orientation, political opinions, trade union membership, information about your health, and genetic and biometric data). Nor do we collect any information about criminal convictions and offences.

    If you fail to provide personal data

    Where we need to collect personal data by law, or under the terms of a contract we have with you, and you fail to provide that data when requested, we may not be able to perform the contract or legal obligation that we have. In this case, we may have to cancel your use of our website or the App, or the account you have with us but we will notify you if this is the case at the time.

    1. How is your personal data collected?

    We use different methods to collect data from and about you including through:

    • Direct interactions: You may give us your Identity and Contact Data by filling in forms or by corresponding with us by post, phone, email, visiting our website, using our App, or otherwise. This includes personal data you provide when you:
      • create an account on our website or App;
      • subscribe to our service or publications;
      • request marketing to be sent to you;
      • enter a competition, promotion or survey; or
      • give us feedback or contact us.
    • Automated technologies or interactions: As you interact with our App and website, we will automatically collect Technical Data about your equipment, browsing actions, patterns and images from photographs. We collect this personal data by using cookies, server logs and other similar technologies. We may also receive Technical Data about you if you visit other websites employing our cookies. Please see the section of cookies below for further details.
    • Third parties or publicly available sources: We will receive personal data about you from various third parties as set out below:
      • Technical Data from the following parties:
        • analytics providers such as Google based outside the EU;
        • advertising networks; and
        • search information providers.
      • Identity and Contact Data from data brokers or aggregators.
    1. How we use your personal data

    We will only use your personal data when the law allows us to. Most commonly, we will use your personal data in the following circumstances:

    • Where you access and use our website and the App.
    • Where you register an account with us.
    • Where you use any account you have registered with us.
    • Where we perform any contractual or legal obligation to you pursuant to your use of our website or the App.
    • Where it is necessary for our legitimate interests (or those of a third party) and your interests and fundamental rights do not override those interests.
    • Where we need to comply with a legal obligation.

    Generally, we do not rely on consent as a legal basis for processing your personal data.  Descriptions of the grounds on which we typically rely are as follows:

    Legitimate Interest means the interest of our business in conducting and managing our business to enable us to give you the best and most secure experience. We make sure we consider and balance any potential impact on you (both positive and negative) and your rights before we process your personal data for our legitimate interests. We do not use your personal data for activities where our interests are overridden by the impact on you (unless we have your consent or are otherwise required or permitted to by law). You can obtain further information about how we assess our legitimate interests against any potential impact on you in respect of specific activities by contacting us.

    Performance of Contract means processing your data where it is necessary for the performance of a contract to which you are a party or to take steps at your request before entering into such a contract.

    Comply with a legal obligation means processing your personal data where it is necessary for compliance with a legal obligation that we are subject to.

    Purposes for which we will use your personal data

    We have set out below, in a table format, a description of all the ways we plan to use your personal data, and which of the legal bases we rely on to do so. We have also identified what our legitimate interests are where appropriate.

    Note that we may process your personal data for more than one lawful ground depending on the specific purpose for which we are using your data. Please contact us if you need details about the specific legal ground we are relying on to process your personal data where more than one ground has been set out in the table below.

    Purpose/Activity Type of data Lawful basis for processing including basis of legitimate interest
    To register you as a new user of our website and/or App (a) Identity

    (b) Contact

    Performance of a contract with you
    To register your account with us and deliver the functionality you expect from our platform including geotagging


    (a) Identity

    (b) Contact

    (c) Marketing and Communications

    (a) Performance of a contract with you

    (b) Necessary for our legitimate interests

    To manage our relationship with you which will include:

    (a) Notifying you about changes to our terms or privacy policy

    (b) Asking you to leave a review or take a survey

    (a) Identity

    (b) Contact

    (c) Profile

    (d) Marketing and Communications

    (a) Performance of a contract with you

    (b) Necessary to comply with a legal obligation

    (c) Necessary for our legitimate interests (to keep our records updated and to study how customers use our website and also the App)

    To enable you to partake in a prize draw, competition or complete a survey (a) Identity

    (b) Contact

    (c) Profile

    (d) Usage

    (e) Marketing and Communications

    (a) Performance of a contract with you

    (b) Necessary for our legitimate interests (to study how customers use our website and the App to develop them and grow our business)

    To administer and protect our business and this website and also the App (including troubleshooting, data analysis, testing, system maintenance, support, reporting and hosting of data) (a) Identity

    (b) Contact

    (c) Technical

    (a) Necessary for our legitimate interests (for running our business, provision of administration and IT services, network security and to prevent fraud)

    (b) Necessary to comply with a legal obligation

    To deliver relevant website and App content and advertisements to you and measure or understand the effectiveness of the advertising we serve to you including sharing your data with any relevant third parties including using Google API (a) Identity

    (b) Contact

    (c) Profile

    (d) Usage

    (e) Marketing and Communications

    (f) Technical

    Necessary for our legitimate interests (to study how customers use our products/services, to develop them, to grow our business and to inform our marketing strategy)
    To use data analytics to improve our website, marketing, customer relationships and experiences (a) Technical

    (b) Usage

    Necessary for our legitimate interests (to define types of customers for our products and services, to keep our website and the App updated and relevant, to develop our business and to inform our marketing strategy)
    To make suggestions and recommendations to you about goods or services that may be of interest to you (a) Identity

    (b) Contact

    (c) Technical

    (d) Usage

    (e) Profile

    (f) Marketing and Communications

    Necessary for our legitimate interests (to develop our products/services and grow our business)


    We strive to provide you with choices regarding certain personal data uses, particularly around marketing and advertising.

    Promotional offers from us

    We may use your Identity, Contact, Technical, Usage and Profile Data to form a view on what we think you may want or need, or what may be of interest to you. This is how we decide which products, services and offers may be relevant for you.

    Opting out

    You can ask us or third parties to stop sending you direct marketing messages at any time via the App.

    Where you opt out of receiving marketing messages, we will nevertheless continue to process your personal data as provided above.


    You can set your browser to refuse all or some browser cookies, or to alert you when websites set or access cookies. If you disable or refuse cookies, please note that some parts of this website may become inaccessible or not function properly. For more information about the cookies we use, please see below:


    Change of purpose

    We will only use your personal data for the purposes for which we collected it, unless we reasonably consider that we need to use it for another reason and that reason is compatible with the original purpose. If you wish to get an explanation as to how the processing for the new purpose is compatible with the original purpose, please contact us.

    If we need to use your personal data for an unrelated purpose, we will notify you and we will explain the legal basis which allows us to do so.

    Please note that we may process your personal data without your knowledge or consent, in compliance with the above rules, where this is required or permitted by law.

    1. Disclosures of your personal data

    We may share your personal data with the parties set out below for the purposes set out in the table above.

    In addition, should we choose to sell, transfer or merge parts of our business we may share your personal data. Alternatively, we may seek to acquire other businesses or merge with them. If a change happens to our business, then the new owners may use your personal data in the same way as set out in this privacy policy.

    We require all third parties to respect the security of your personal data and to treat it in accordance with the law. We do not allow our third-party service providers to use your personal data for their own purposes and only permit them to process your personal data for specified purposes and in accordance with our instructions.

    1. International transfers

    Whenever we transfer your personal data out of the EEA, we ensure a similar degree of protection is afforded to it by ensuring at least one of the following safeguards is implemented:

    Please contact us if you want further information on the specific mechanism used by us when transferring your personal data out of the EEA.

    1. Data security

    We have put in place appropriate security measures to prevent your personal data from being accidentally lost, used or accessed in an unauthorised way, altered or disclosed. In addition, we limit access to your personal data to those employees, agents, contractors and other third parties who have a business need to know. They will only process your personal data on our instructions and they are subject to a duty of confidentiality.

    We have put in place procedures to deal with any suspected personal data breach and will notify you and any applicable regulator of a breach where we are legally required to do so.

    1. Data retention

    How long will you use my personal data for?

    We will only retain your personal data for as long as reasonably necessary to fulfil the purposes we collected it for, including for the purposes of satisfying any legal, regulatory, tax, accounting or reporting requirements. We may retain your personal data for a longer period in the event of a complaint or if we reasonably believe there is a prospect of litigation in respect to our relationship with you.

    To determine the appropriate retention period for personal data, we consider the amount, nature and sensitivity of the personal data, the potential risk of harm from unauthorised use or disclosure of your personal data, the purposes for which we process your personal data and whether we can achieve those purposes through other means, and the applicable legal, regulatory, tax, accounting or other requirements.

    In some circumstances we will anonymise your personal data (so that it can no longer be associated with you) for research or statistical purposes, in which case we may use this information indefinitely without further notice to you.

    If you wish to exercise any of the rights set out above, please contact us.

    No fee usually required

    You will not have to pay a fee to access your personal data (or to exercise any of the other rights). However, we may charge a reasonable fee if your request is clearly unfounded, repetitive or excessive. Alternatively, we could refuse to comply with your request in these circumstances.

    What we may need from you

    We may need to request specific information from you to help us confirm your identity and ensure your right to access your personal data (or to exercise any of your other rights). This is a security measure to ensure that personal data is not disclosed to any person who has no right to receive it. We may also contact you to ask you for further information in relation to your request to speed up our response.

    Time limit to respond

    We try to respond to all legitimate requests within one month. Occasionally it could take us longer than a month if your request is particularly complex or you have made a number of requests. In this case, we will notify you and keep you updated.

    1. Your legal rights

    You have the right to:

    Request access to your personal data (commonly known as a “data subject access request”).

    Request correction of the personal data that we hold about you.

    Request erasure of your personal data. This enables you to ask us to delete or remove personal data where there is no good reason for us continuing to process it.

    Object to processing of your personal data where we are relying on a legitimate interest (or those of a third party) and there is something about your particular situation which makes you want to object to processing on this ground as you feel it impacts on your fundamental rights and freedoms.

    Request restriction of processing of your personal data. This enables you to ask us to suspend the processing of your personal data.

    Request the transfer of your personal data to you or to a third party.

    Withdraw consent at any time where we are relying on consent to process your personal data.


    What is PetSOS?
    1. What is PetSOS?
      1. PetSOS is the brand name used by PetSquare for its pet ‘hotline’ telephone service for pet owners seeking help and advice relating to the health and welfare of their family pets.
      2. PetSOS provides a 24x7x365 telephone advisory service for
        1. Triage: Providing veterinary advice to pet owners who have urgent concerns on matters relating the the health of their pets, using clinical protocols to triage the issue and provide clear advice to the User on what to do next.
        2. General: Providing advice, tips and assistance on general matters of pet health, diet and behaviour and good practice.
      3. PetSOS is one of the service elements of PetStart, which is a package of free or discounted services and products available as an option to all PetSquare users.
    2. Is PetSOS an emergency service?
      1. PetSOS is not an emergency service. It’s intended for access to advice only and is not intended to replace a physical examination by a veterinarian. Go immediately to the nearest emergency veterinary practice if your pet:
        1. Needs emergency assistance or is in a life-threatening emergency
        2. Is unconscious, is not breathing, is labouring to breathe or gasping for air
        3. Experiencing an allergic reaction, bleeding uncontrollably, or showing any symptoms that require urgent veterinary attention.
    3. Who is entitled to use the PetSOS service?
      1. PetSOS is available to support family pets (currently only dogs and cats) belonging to registered users of the PetSquare app who have chosen to join the PetStart scheme and are within the PetSOS trial period or have an active paid PetSOS subscription.
    4. Who provides the advice offered by PetSOS?
      1. PetSOS is provided by Vetsdirect Limited, whose Registered Office is c/o Neill Clerk & Murray, 3 Ardgowan Square, Greenock, PA16 8NW.
      2. All calls are handled by Royal College of Veterinary Surgeons (RCVS) registered veterinary nurses.
      3. The advice given follows Vetsdirect clinical protocols designed to help pet owners decide (in the case of triage) whether they need to take the pet to a vet or not or (general advice) provide sound practical advise to promote the general health and welfare of pets.
    5. What does PetSOS cost?
      1. The PetSOS service costs £0.99 a month (charged as an annual subscription of £11.88 per year), prices including VAT.
      2. Pet owners who sign up for PetSquare’s optional PetStart scheme are automatically signed up to the PetSOS service on a free, two-month trial, without pre-payment or other commitment. When the trial period ends, access to the PetSOS service will automatically cease, without cost, obligation or further action on the User’s part, unless the User chooses at that point to subscribe to PetSOS.
      3. If the User chooses to subscribe to the PetSOS service, that subscription can be cancelled at any time. PetSOS access will continue to be available to the subscriber until the end of the active 12-month period of the User’s subscription and no refund is offered.
    6. How does a User access PetSOS?
      1. Users with an active trial or full subscription can call the PetSOS hotline by using the dedicated PetSOS button in the SOS section of the PetSquare app.
      2. You and your pets must live in the UK, Isle of Man or Channel Islands.
      3. The cost of the call to the PetSOS service is as follows:
        1. Calls from within the UK: Cost will be the standard UK call charges to 0303 numbers from a mobile phone. Calls to an 0303 number are the same as a call to a normal home or business landline and are usually included in talktime and bundled minutes, otherwise standard landline rates as part of your call package. Check with your phone provider.
        2. Calls from outside the UK: The standard international call charges applying to your mobile phone’s tariff for calls to UK landlines will apply. Check with your phone provider.
      4. The PetSOS service is provided in English.
    What’s PetSquare all about?

    At the centre of PetSquare is — pets.

    You love ’em, we love ’em, everyone loves them.

    The PetSquare app acts as a hub or meeting place where everyone connected with pets and pet care can directly connect with one another, talk and share.

    And what for? Fun, social sharing, better communications, easier ways to acquire useful info, and above all, a better understanding of pets and how to help our furry family members live longer, healthier, happier lives.

    And it’s 100% pets. That’s PetSquare’s sole focus. So you can post and chat and talk pets till — uh — the cats come home, without fear of annoying people who don’t happen to be as into pets as you are.

    Oh, and right now, we’re about cats and dogs. Other pets are super lovable and important to us too, but we had to start somewhere.

    What’s in the PetSquare app?

    Just about everything you need to stay connected and up to date with things that could affect your pet or improve its life — or yours!

    • Social networking with other pet-crazy people: works just like you’d expect, with text, photo and video posts, likes, friends… it’s all there and you already know how to use it. It’s not just the people you’d expect either: your vet, your dog groomer or cat sitter is just as likely to be part of the conversation.
    • Messaging: so you can chat and gossip and share one-to-one in private, or with special interest groups, without even leaving the app. For instance, chat with a friend about this afternoon’s walk without the whole world knowing about it, or join a group discussing products, breeds and issues that affect you.
    • Your pets’ info: everything in your pocket — from insurance renewal dates to vaccinations and medical profile to family tree and litter history.
    Who is PetSquare?

    PetSquare Limited is a registered company incorporated in England and Wales Nº 07937421. Our Registered Office: 141a New Road, Ascot SL5 8QA, England.

    PetSquare® is a registered trade mark, Nº 015435068. We’re registered as a data controller with the Information Commissioners’ office, ref ZA371700.