Entrust, a global enabler of trusted payments, identities, and data security, announces a partnership with PetProov, an online platform that verifies pet buyers, breeders, and adopters.
The collab will equip the PetProov platform with the Entrust Onfido identity verification (IDV) to bring “transparency, accountability, and peace of mind” to the pet marketplace.
Entrust will reportedly support PetProov on its mission to tackle the “rising trend in scams facing prospective pet owners – 2023 saw a 24% year-on-year increase in pet-purchasing scams, and more than half of all pet-buying scams are now taking place on social media.”
As a result, PetProov launched its #StopPetFraud campaign in order to “drive awareness to the growing issue.”
PetProov exists to instill trust and safety in the pet purchasing journey.
Its platform eliminates the guesswork, skepticism, and hesitation that can cloud online transactions by “asking buyers, breeders, and shelters to create a verified profile.”
Each profile contains a risk assessment score and report, based on more than 100 data points, so all parties – pet buyers, pet adopters, and pet sellers – can make an “informed purchasing or selling decision.”
PetProov is currently available as a mobile app for “breeders, buyers, and pet businesses to use.”
With the Entrust Onfido identity verification solution, pet sellers, buyers, and adopters can now register to the PetProov platform by “taking a photo of their government-issued identity document (ID) and a selfie.”
The Onfido application checks that the ID is genuine and then “matches it with the user’s face.”
This ensures that the ID is legitimate and that the individual is the “rightful owner of the ID and is physically present.”
The IDV solution works in the background to confirm the individual is who they claim to be, and checks additional “risk factors such as proof of address.”
This strengthens PetProov’s user due diligence and enhances fraud detection, from digitally manipulated IDs “to masks and deep fakes, while maintaining an exceptional user experience.”
Kate Margolis, Co-Founder and Chief Design Officer at PetProov, said:
“By adding the Entrust Onfido identity verification solution to our platform, pet buyers have the assurance that the breeder or lister have the correct credentials and licences, and pet sellers have the confidence that the individual they are selling to is authentic. This instils trust and transparency in the marketplace and importantly helps to ensure animal welfare.”
Simon Horswell, Senior Fraud Specialist at Entrust, added:
“At a time when online interactions and transactions are increasing, trust is essential. Digital identity verification builds confidence in online exchanges as an individual or business can be traced back to a real identity. This is how PetProov can support safer, and more transparent, pet transactions.”
PetProov is available for Android and iOS.
As noted in the update, Entrust is an innovator focused on identity-centric security solutions, providing an integrated platform of “scalable, AI-enabled security offerings.”
They reportedly enable organizations to safeguard operations, evolve without compromise, and protect interactions in an interconnected world – so they can “transform their businesses with confidence.”
Entrust supports customers in 150+ countries and “works with a global partner network.”