During its Unpacked event today, Samsung revealed its new Galaxy SmartTag Bluetooth locator, alongside other announcements. This device functions as a beacon for locating lost items and presents a competitive alternative to products like Tile. Similar to Tile and the anticipated Apple AirTags, the SmartTag can be attached to belongings such as keys, luggage, pet collars, or any item you wish to keep track of. Initially, these tags will communicate via Bluetooth with nearby Samsung devices, but Samsung has confirmed that a version utilizing ultra-wideband (UWB) technology, known as the SmartTag+, will be available later this year.

The UWB-equipped SmartTag+ is designed to more effectively compete with Apple’s AirTags, which are also expected to leverage the UWB capabilities of newer iPhone models. In response to this development, Tile has already created a UWB tracker scheduled for release later in the year.

The Galaxy SmartTag announced today operates using Bluetooth and is offered as a single model—there won’t be a variety of products differing in size or configuration. At launch, the tracker will be available in two color options: Black and Oatmeal.

According to a Samsung representative, the tracker is compatible with any Galaxy device running Android 10 or a later version.

Users can then utilize the SmartThings Find app to pinpoint the location of the item to which the SmartTag is attached.

This functionality mirrors that of Tile and other Bluetooth Low Energy (BLE) trackers. When the SmartTag is out of range—disconnected from a Galaxy S21 or other device—it emits a BLE signal detectable by nearby Galaxy devices. Upon detection, the device transmits the approximate location to the SmartThings Find app, enabling you to find your item. Samsung emphasizes that user data within the SmartThings Find network is encrypted and securely protected, safeguarding your location and personal information during searches.

The app provides a range of locating features, including a “Notify me when found” option, along with “Search Nearby,” “Search,” and “Ring” tools. Like Tile, a SmartTag can also be used to find a misplaced phone; simply pressing the button on the Galaxy SmartTag twice will trigger an alert to help locate the phone.

The tag can also be programmed to perform other actions with a single press, such as turning on lights or a TV upon returning home.

Prior to the official announcement, regulatory filings indicated the tracker would be slightly larger than Tile’s trackers and powered by a user-replaceable CR2032 cell battery, offering Bluetooth connectivity. (We have verified that the battery is indeed a user-replaceable CR2032.)

A Samsung representative was unable to share complete technical specifications for the device before today’s announcement, but we will provide updates if the company releases further details. Without confirmed specifications, such as battery life or range, it is challenging to directly compare it to existing trackers on the market. (It’s important to note that leaks may not always reflect the final product, though regulatory filings can provide a reliable starting point.)

To encourage adoption, Samsung is including the new trackers with select pre-orders. Between January 14-28, 2021, customers who pre-order the Galaxy S21 Ultra will receive a $200 Samsung Credit and a complimentary Galaxy SmartTag. This promotion could help boost the device’s popularity, as Samsung’s previous tracking gadgets, including the 2018 LTE-based SmartThings tracking fobs, did not achieve widespread success.

Outside of the pre-order offer, the SmartTags will be available for individual purchase at $29.99, starting January 29th.

This price point is somewhat higher than Tile’s entry-level Bluetooth tracker, the Tile Mate, which is sold for $24.99.