Fi places Starlink satellites inside a dog collar.

      The smart-collar manufacturer Fi is incorporating Starlink technology into a dog collar. Its new Fi Ultra utilizes SpaceX’s direct-to-cell satellites, enabling tracking of dogs even in areas without mobile tower coverage.

      The next gadget to utilize satellite technology isn't a smartphone, but a dog collar. Fi, a company specializing in smart collars, is introducing the Fi Ultra, which is reportedly the first pet tracker to operate on Starlink’s direct-to-cell network, according to an exclusive report from Fortune.

      Current GPS trackers, including Fi's previous models and competitors like Tractive and Garmin, rely on ground-based cellular towers. Once a pet runs beyond the last tower's range, the tracker becomes inactive. Fi's partnership with Starlink aims to address this issue.

      SpaceX has deployed over 650 satellites, each functioning like an aerial cell tower, communicating directly with LTE devices below. There’s no need for a satellite dish or additional hardware; all that’s necessary is a clear view of the sky. “The main limitation of all the tracking products out there is that they are using the LTE network,” said founder Jonathan Bensamoun to Fortune. “Starlink offers satellite technology, which provides nearly universal coverage, at least in the United States for now.”

      The Ultra is priced at $199, with an additional $99 membership fee every six months, though current subscribers only pay for the device. Its battery can last up to three months, and machine learning functionality allows it to conserve power when a dog is at home or resting, activating only when the pet goes missing.

      This launch is timely. Austrian competitor Tractive acquired pet-wearable maker Whistle last year, but subsequently discontinued the product, rendering thousands of devices unusable. Fi has secured $45 million in funding and has spent the last year expanding to 38 countries, projecting over $100 million in annual recurring revenue this year.

      The potential is significant. The pet wearable market is expected to reach $3.8 billion by 2026 and $11.4 billion by 2033. With people delaying having children and focusing their spending on pets first, this market aligns with the broader growth in consumer wearables, alongside initiatives to enhance global connectivity from space, involving companies from Rocket Lab to SpaceX itself.

      The significance of this development lies in the emergence of direct-to-cell satellites as a solution for cellular dead zones. The introduction of a dog collar illustrates how quickly this form of connectivity is being extended to other devices. “The compromise between freedom and safety is something I’m trying to erase with technology,” Bensamoun stated. For now, coverage remains primarily US-focused, but it is evident that if a device contains a SIM card, it may soon be able to connect to a satellite.

      Published July 8, 2026 - 6:02 pm UTC