When you purchase a Microchip ($39.95) with us it includes the chip, the insertion of the chip. The LostMyPet enrollment for $19.95 is a separate fee which automatically enrolls the cardholder information onto the chip. This is done in effort to thwart scammers and we found 25% of customers were not registering their chips on their own for one reason or another. Auto-registering our customers accomplishes the main objective of identifying the puppy & keeping our pups out of shelters. The microchip using RFID technology and is 1/2 the size of a grain of rice. It's not an iPhone app which can track your puppy :) The QR Tag($29.95) is a third, optional and separate service which provides unique QR tag which can be placed onto your dogs collar. This is a quick n easy option if you are at a park and lose your dog, your dog's finder can scan the QR tag with your info rather than call and wait on a dog catcher's microchip reader.