AUSTRALIA'S MOST-LOVED PET CARE COMMUNITY

Built by a pet lover. Run by Australians.
For Australian families.

Wagly was created because the people who needed it most couldn't find what they were looking for — quality, verified, passionate pet care close to home. No overseas owners. No US boardroom. Just a genuine Australian team who love animals.

Australian owned

Built by a breeder

Pet industry software

Verified carers only

Why Wagly exists

Australia's leading pet platform was just sold to a US corporation.

That's why we built this.

What happened in November 2025

Mad Paws — Australia's leading pet care marketplace — was acquired by Rover, a Seattle-based US corporation.

In one transaction, the platform that hundreds of thousands of Australian pet owners relied on became a subsidiary of the world's largest pet care company, operating across 16 countries from a boardroom in Washington State.

The decisions about how Australian pet carers are paid, how Australian pet owners are protected, and how the Australian market is served are now being made overseas. Wagly exists because Australians deserve a local alternative — one that puts Australian pet owners, Australian carers, and Australian animals first. Always.

"Pet care is deeply personal. The person who walks your dog knows your street, your dog's favourite puddle. That relationship is local. It always will be. And it deserves a platform that is local too."

Meet the founder

Debbie Mewes — breeder, builder, founder.

Debbie Mewes

Founder, Wagly · Creator, The Petpreneur Platform

Wagly was founded by Debbie Mewes — and if you want to understand why Wagly is different from every other pet care platform in Australia, you need to understand who Debbie is.

Debbie is not a tech entrepreneur who spotted a gap in the market. She is someone who has spent decades immersed in the world of dogs — as an owner, as a breeder, as a competitor, and as someone who has built the tools the pet industry actually needs.

She has whelped litters, she has stood in the show ring. She knows the 2am whelping watches, the precision of neonatal puppy care, the need to find someone to watch puppies while she worked, and the immense responsibility of breeding dogs that will go on to be loved by families across Australia. Debbie has been involved in her beloved breeds of Newfoundlands and Afghan Hounds for years.

The Journey

Decades of dogs. Then the technology

Then WagLy

The Beginning

Nefoundlands & Afghan Hounds - Breeding & Showing

Debbie began breeding and showing Newfoundlands and Afghan Hounds — some of the most demanding breeds in the dog world. She learned what genuine animal expertise looks like: the whelping watches, the litter rotation, the show ring preparation, the lifelong commitment to a breed.

The Platform

The Petpreneur Platform — built for the pet industry

Debbie created The Petpreneur Platform — purpose-built business management software for pet care professionals. Groomers, walkers, sitters, boarders, and trainers used it to manage bookings, clients, and operations. Building it gave Debbie something most marketplace founders simply don't have — a deep, technical understanding of how pet care businesses actually work.

November 2025

Rover acquires Mad Paws — the gap becomes clear

The acquisition of Australia's leading pet care marketplace by a US corporation created an obvious need — a locally owned, quality-first Australian alternative with genuine pet industry expertise behind it.

Today

Wagly — Australian pet care, built from the inside out

Wagly launched as the Australian-owned, quality-focused alternative. Every service, every verification process, every technology feature reflects decades of lived experience in the pet industry — not a business plan written by people who have never whelped a puppy.

The technology edge

We didn't just build a marketplace. We built the tools that make it work.

Before Wagly, there was The Petpreneur Platform — a complete business management system built specifically for pet care professionals. That experience gave us something no other marketplace in Australia has: a genuine, technical understanding of how pet care businesses work at ground level. That knowledge is built into every part of Wagly.

Live GPS walk tracking built in-house

Automated booking and payout system

Sitter profile and badge management

Sitter profile and badge management

Real-time photo updates to owners

Petpreneur - powered workflow automation

What makes us different

Six things no other Australian pet care platform can say..

Built here. Run here.

Every decision is made locally. We are not a subsidiary, not a regional arm. We are accountable to Australian pet owners and carers — not to a US board.

Our Founder has dogs

Debbie breeds and shows Afghan Hounds. She has whelped litters. She has stood in the show ring. She understands quality pet care because she provides it herself.

Our own technology

The Wagly Walk Tracker — live GPS every walk — was built in-house. Our booking, payout, and communication systems were designed for the pet industry by someone who built pet industry software.

Genuinely specialist

Wagly Breeder Specialists, Wedding Chaperones, and verified Dog Show Handlers exist nowhere else in Australia. These services exist because our founder knows they are needed.

Every carer is verified

Every Wagly Pet Professional completes an ID check and a National Police Check before their first booking. A real person reviews every application. No algorithm shortcuts.

Community, not volume

We would rather have one brilliant Pet Professional in your suburb than ten unvetted strangers. We are not trying to be the biggest. We are trying to be the best.

100%

Of carers are verified before their first booking

Every

Walk tracked live with GPS and photo updates

Only

Australian-owned platform with breeder specialist services

We have enormous respect for what Mad Paws built. That is exactly why Wagly exists.

A note on Mad Paws and Rover

Mad Paws was a genuinely good Australian business.

The carers on its platform are real people who love animals and do important, meaningful work. We don't believe the Rover acquisition is a bad thing for those carers or for Rover.

What we do believe is that Australian pet owners deserve the choice of a platform that is locally owned, locally run, and locally accountable. A platform where the person at the top has whelped a litter, stood in a show ring, and built software for pet businesses — and therefore deeply understands the industry she is serving.

Wagly is that choice. We are glad you found us.

Whether you're looking for care or looking to care — you're in the right place.

Questions? We are real people and we actually respond. Reach out at [email protected] and you'll hear from someone who genuinely cares about getting it right.

Wagly Frequently Asked Questions

🐾 General

What is Wagly?

Wagly is Australia's most-loved pet-friendly app — helping pet parents find everywhere pet-friendly, from cafes and accommodation to trusted pet professionals, plus breed and breeder info. Businesses can list for free, or become Wagly Verified for full visibility and, where relevant, in-app bookings.

Is Wagly free to use?

Yes. Searching, browsing, saving favourites, building a Pet Passport, and posting on the Jobs Board are all completely free for pet parents.

Is Wagly available across Australia?

Wagly is available nationally. Simply search your suburb or postcode to find Pet Professionals near you.

Do I need to create an account to use Wagly?

No — you can browse and search without signing up. Creating a free account unlocks Pet Passport, saved favourites, and the Trip Planner.

Are all listings on Wagly verified?

No. Wagly has two kinds of listings: Free listings, which show contact details only and aren't verified, and Wagly Verified Premium listings, which have completed our full verification process (including a National Police Check for pet professionals) and include a full profile. Look for the Verified badge.

🐶 For Pet Owners

How do I find a Pet Professional near me?

Open the Wagly app or website, enter your suburb or postcode, and browse. Filter by service type and by Verified status to find exactly what you need.

How do I book a Pet Professional?

Verified Premium Pet Professionals have their own booking system on their Wagly profile — select a service, choose a date and time, and follow the prompts. Free listings don't have in-app booking; contact them directly using the details on their listing.

How do I pay for a service?

For Verified Premium bookings, payment goes directly to the Pet Professional through their own secure Stripe account — Wagly doesn't handle or store your payment details. For Free listings, arrange payment directly with the provider.

What if I need to cancel or reschedule a booking?

Cancellation and rescheduling policies are set by each individual Pet Professional. Check their profile or contact them directly.

What if I have a problem with a booking or a Pet Professional?

Reach out to the Pet Professional directly first. If you have a concern about conduct that you feel Wagly should know about, contact us and we'll investigate.

Can I leave a review?

Yes, for Verified Premium listings — after your service, leave a review on their Wagly profile to help other pet owners and reward great professionals.

📋 Jobs Board

What is the Jobs Board?

A community notice board where pet owners post jobs they need done — a one-off dog walk to ongoing pet sitting. Any registered Wagly professional, Free or Premium, can browse and contact you directly if they're a good fit.

Is it free to post a job?

Yes, completely free.

Who can see my job posting?

Visible to Wagly-registered professionals only, not the general public.

What information do I need to include in a job posting?

A good job posting includes the type of service you need, details about your pet (breed, age, any special needs), your general location or suburb, and how you'd like to be contacted. The more detail you include, the better matched your responses will be.

How will Pet Professionals contact me?

Pet Professionals will reach out using the contact details you include in your job posting, so make sure to include your preferred contact method — phone, email, or both.

Am I guaranteed to receive responses to my job posting?

While we have a growing community of Pet Professionals on Wagly, we cannot guarantee responses to every job posting. If you don't hear back, try updating your listing or browsing Pet Professional profiles directly and reaching out to those who offer the service you need.

🐕 For Pet Professionals

How do I list my business on Wagly?

Head to the mobile app app.wagly.com.au or website www.wagly.com.au and apply to join as a Pet Professional. You'll complete your profile, submit to a police check, and provide details about your experience and the services you offer. Once approved, your listing goes live and pet owners can find and book you.

What does it cost to list on Wagly?

Free Listing is $0/month — your name, contact details, and location, with no verification required. Premium Listing is $37/month — full verification, top placement, a full profile, and (for pet professionals) in-app bookings and payments via Stripe. No commissions or booking fees on Premium — you keep 100% of what you earn.

Do I need to use Wagly's payment system?

No. You use your own Stripe account to accept payments directly from clients. Wagly does not take a cut of any booking. You set your own prices and keep 100% of what you earn.

What is the Petpreneur Platform?

The Petpreneur Platform is Wagly's premium tier for Pet Professionals, available for $150/month. It includes your Wagly listing plus access to business tools, resources, and support to help you grow and manage your pet care business professionally. [Learn more here — https://thepetpreneurplatform.com/home]

Why do I need a police check for Premium?

It's part of our commitment to making Wagly Verified mean something. It gives pet parents real confidence when choosing a Premium listing, and it's what unlocks top placement, a full profile, and in-app bookings.

Can I respond to Jobs Board listings?

Yes! As a registered Pet Professional, you can browse the Jobs Board and contact pet owners directly about jobs that suit your skills and availability. You will find the jobs board inside your account on the dashboard, this is updated immediately a new job is posted.

What happens if a client leaves a negative review?

We encourage all Pet Professionals to respond professionally to any review, positive or negative. If you believe a review is false, misleading, or in breach of our community guidelines, please contact us at [email protected] and we will review the matter.

Can I list for free without being verified?

Yes — Free Listing gives you a contact-details-only listing with no police check or paperwork required. You won't have a full profile page or appear in the member Trip Planner, but pet parents can still find and contact you.

Do I need to use Wagly's payment system?

Only if you're a Verified Premium Pet Professional taking bookings through Wagly — you use your own Stripe account and keep everything you earn. Free listings don't use Wagly's booking or payment system at all.