Fi's Starlink-Powered Collar Brings Satellite Tracking to Dogs Beyond Cell Range
The New York pet tech company launched the first consumer wearable outside of phones to use Starlink's direct-to-cell satellite service.
By Good Company Editorial Desk
By Good Company Editorial Desk | September 29, 2026
The News
Fi launched the Fi Ultra on July 8, 2026, a smart dog collar the company describes as the first consumer wearable outside of smartphones to integrate SpaceX's Starlink direct-to-cell satellite connectivity, delivered through T-Mobile's T-Satellite service. The collar automatically switches between LTE, Wi-Fi, Bluetooth, and satellite, which means a dog stays trackable in real time even in cellular dead zones like remote trails or rural property.
The device also uses dual-band L1/L5 GPS that stays on continuously for more precise positioning, and it introduces a shock-free training feature called Fi Callback that uses sound and vibration to signal recall. The collar costs $199 plus a $189 annual membership for new members, and the launch announcement focuses on coverage across the United States. Fi is based in New York City and led by co-founder and chief executive Jonathan Bensamoun.
Why It Matters
Pet wearables have been stuck on a familiar tradeoff: precise, always-on tracking kills battery life, and anything dependent on cell networks goes dark exactly where owners worry most. Fi is attacking both problems at once. Satellite connectivity through Starlink's direct-to-cell service removes the dead-zone problem, and the company is betting that owners who hike, hunt, or live rurally will pay for tracking that works everywhere.
The launch is also a milestone for the satellite-to-consumer story beyond phones. If a dog collar can be a viable direct-to-cell product, the addressable market for satellite IoT looks considerably larger than the smartphone industry alone. Fi has effectively turned a pet accessory into a proof point for one of the most-watched connectivity technologies of the year.
The Numbers
The price is $199 plus a $189 annual membership for new members, which positions the Fi Ultra at the premium end of the pet tracker market. The tradeoff the company is asking buyers to accept is battery life: Fi promises multi-day life, but the always-on GPS and satellite radio are power-hungry, and outside reporting has put real-world use at roughly two days per charge, compared with the months-long standby of Fi's earlier Series 3+. Coverage at launch is U.S.-focused.
Those numbers frame the product honestly. Two-day battery life is a real behavioral ask for owners used to charging a collar a few times a year, and $199 plus an eventual service plan puts the total cost of ownership well above basic Bluetooth trackers. Fi is betting the satellite coverage is worth it.
What To Watch
Battery life is the first real-world test. If owners find two days acceptable in exchange for everywhere-tracking, Fi has a defensible premium product; if charging fatigue sets in, the satellite advantage may not save it. The second test is the satellite experience itself: direct-to-cell is new technology, and real-world reliability in the field matters more than launch-day claims. Third, watch the competitive response. The major pet wearable brands now have a clear technical bar to clear, and the race to add satellite connectivity to pet trackers is likely to start here.
Sources
SpaceX Starlink Dog Tracker (USA Today, July 23, 2026)
Fi Ultra Launches as World's First Starlink-Powered Smart Dog Collar (TeslaNorth, July 9, 2026)