Fi, a pet tracking company founded in 2017, has launched what it describes as the world's first satellite-connected dog collar, leveraging SpaceX's Starlink direct-to-mobile network to provide connectivity where traditional cellular coverage is unavailable.
What Happened
On July 8, Fi activated its Fi Ultra Direct-to-Cell tracker service. The device combines a GPS receiver that determines a dog's position in real time with a battery-powered modem capable of connecting to T-Mobile's cellular network, which partners with SpaceX's Starlink system. When the dog registers outside a pre-defined geo fence zone and no cell tower is within reach, the collar links directly with an overflying Starlink satellite to transmit the pet's location to the owner's smartphone app. Fi founder Jonathan Bensamoun developed the device after repeatedly hearing customers complain about poor cellular coverage in rural areas and anxiety over dogs escaping into wooded zones beyond suburban boundaries. The company says the battery lasts multiple days, and owners can send the dog signals—short bursts of vibrations or sounds—to encourage it to return home.
Why It Matters
The launch represents a practical expansion of Starlink's direct-to-mobile capabilities beyond emergency SOS functions. While roughly 11 million dogs worldwide currently use some form of GPS tracking, existing devices rely entirely on cellular networks, leaving coverage gaps in remote wilderness, mountainous terrain, and rural areas where many pet owners recreate or live. By integrating satellite connectivity, Fi's collar aims to provide what Bensamoun described as nearly omnipresent connectivity for pet safety—a potential model for broader consumer wearable applications using the Starlink network.
The Bottom Line
Fi's Ultra Direct-to-Cell tracker is now operational, marking the first commercial consumer product to use SpaceX's Starlink direct-to-mobile service for routine, non-emergency communication. The device remains dependent on cellular networks when available and switches to satellite links only when necessary, according to Fi.