Fi expands Starlink direct-to-device capability into dog-tracking
TAMPA, Fla. — Pet technology company Fi launched a dog tracker July 8 that uses T-Mobile’s Starlink-enabled T-Satellite service to remain connected across the United States, even outside the telco’s terrestrial network. The company said Fi Ultra marks the first consumer product outside smartphones to ship with Starlink Direct-to-Cell as a core feature. T-Mobile has offered the satellite-enabled service commercially since 2025 after becoming an anchor telco partner for SpaceX’s low Earth orbit network. The device is compatible with standard dog harnesses and collars, as well as those designed for older Fi trackers that can only broadcast GPS data when they can reach a cell tower. “For years, there’s been a hole in the market for a tracker for off-grid adventures,” Fi cofounder and CEO Jonathan Bensamoun said via email. “We have Fi members all over the country who use Fi for very different reasons, from hiking and hunting to everyday backyard peace of mind, and one thing we’ve heard consistently in customer feedback is that a product built to work in low-service areas was at the top of their wish list.” He declined to disclose how many customers currently subscribe to Fi’s dog-tracking service, but said the company shipped its millionth product last year. Fi expects “a meaningful share of that base to upgrade to Fi Ultra,” Bensamoun added, “especially the pet parents in rural areas or off-grid, often where traditional cellular coverage has always been the weak link. “But as this is a first-of-its-kind product, we also expect Fi Ultra to bring new members into the Fi community, people who held off on a tracker before because it simply didn’t work where they live or spend time with their dog.” Fi Ultra costs $199 for new customers, plus a $20 activation fee and an annual membership that starts at $189. The hardware is available to existing subscribers for a $299 flat fee. Other features of the service include notifications when Fi Ultra leaves a designated area, a speaker and vibration motor to help guide dogs back and a lost mode that can alert nearby Fi users.
Source: SpaceNews