Entrust, a global leader in trusted payments, identities, and data security, is announcing a new partnership with PetProov, an online platform that verifies pet buyers, breeders, and adopters. This collaboration will enhance the PetProov platform by integrating the Entrust Onfido identity verification (IDV) solution to ensure greater transparency, accountability, and peace of mind in the pet marketplace.
Combating Rising Pet Purchasing Scams
In response to the increasing number of scams within the pet purchasing sector, this partnership aims to address the growing concerns of fraudulent transactions. In 2023, scams related to pet purchasing saw a 24% year-on-year increase, with over half of these scams now taking place on social media platforms. To combat this issue, PetProov has launched the #StopPetFraud campaign to raise awareness and drive change in the pet marketplace.
PetProov’s Mission and Platform
PetProov is committed to enhancing trust and safety for pet buyers, breeders, and adopters. By introducing verified profiles on its platform, PetProov eliminates the uncertainty and hesitation often associated with online pet transactions. The platform requests users to create verified profiles, which include a risk assessment score based on over 100 data points, providing a detailed report for all parties involved in the transaction. Currently available as a mobile app for breeders, buyers, and pet businesses, PetProov is transforming the online pet marketplace.
Enhanced Verification with Entrust Onfido
The addition of Entrust Onfido’s identity verification solution will significantly bolster PetProov’s user due diligence and fraud detection capabilities. By requiring sellers, buyers, and adopters to submit a photo of their government-issued ID and a selfie, the Onfido solution checks the legitimacy of the ID and matches it with the user’s face. This process ensures that the ID is genuine and that the individual is the rightful owner, creating a safer and more secure online environment. The IDV solution also checks additional risk factors, such as proof of address, to further strengthen the verification process.
Building Trust in the Pet Marketplace
Kate Margolis, Co-Founder and Chief Design Officer at PetProov, emphasised the evolution of the pet buying process, particularly with the rise of online transactions. As traditional verification methods have become increasingly ineffective, many online platforms have been vulnerable to scams. By incorporating Entrust Onfido’s identity verification solution, PetProov can provide buyers with assurance that breeders and sellers have the correct credentials and licenses. This collaboration ensures that the entire pet purchasing process remains transparent and trustworthy, with a strong focus on animal welfare.
The Importance of Digital Identity Verification
Simon Horswell, Senior Fraud Specialist at Entrust, highlighted the growing importance of trust in online interactions and transactions. As digital exchanges increase, it is crucial to verify the identities of individuals and businesses to ensure the integrity of online dealings. Digital identity verification provides an added layer of confidence, enabling safer and more transparent pet transactions. Entrust’s partnership with PetProov will allow buyers, sellers, and adopters to engage with confidence, knowing that they are dealing with verified individuals.
Conclusion
With the growing trend of online pet purchasing, the integration of Entrust Onfido’s identity verification into PetProov’s platform marks a significant step in combating fraud and ensuring the safety of all parties involved in pet transactions. This collaboration promises a more secure, transparent, and trustworthy marketplace for pet buyers, breeders, and adopters alike.