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Business Profile

DNA Testing

Wisdom Panel

This business is NOT BBB Accredited.

Find BBB Accredited Businesses in DNA Testing.

Complaints

Customer Complaints Summary

  • 3 complaints in the last 3 years.
  • 2 complaints in the last 12 months.

If you've experienced an issue

Submit a Complaint

The complaint text that is displayed might not represent all complaints filed with BBB. Some consumers may elect to not publish the details of their complaints, some complaints may not meet BBB's standards for publication, or BBB may display a portion of complaints when a high volume is received for a particular business.

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Complaint status

Complaint type

  • Initial Complaint

    Date:07/09/2026

    Type:Product Issues
    Status:
    Unanswered
    Resolved:
    The complainant verified the issue was resolved to their satisfaction.
    Unresolved:
    The business responded to the dispute but failed to make a good faith effort to resolve it.
    Answered:
    The business addressed the issues within the complaint, but the consumer either a) did not accept the response, OR b) did not notify BBB as to their satisfaction.
    Unanswered:
    The business failed to respond to the dispute.
    Unpursuable:
    BBB is unable to locate the business.
    I purchased a canine DNA test kit from Wisdom Panel. The product I paid for included a comprehensive DNA breed report, which was hosted securely in my online user account on their platform.Recently, I attempted to log in to view my dogs report, only to discover that Wisdom Panel had permanently deleted it. When I contacted customer service, I was informed that they updated their platform and "retired" legacy reports, permanently destroying my data.Wisdom Panel admitted in writing that they failed to send any proactive email notifications to affected customers before deleting this data, claiming a "short timeframe" prevented them from doing so. Instead, they hid behind a Terms and Conditions clause stating they are not required to store data forever.While platforms inevitably change, deleting a customer's paid product without sending a single warning email to the account on file is an egregious business practice. Wisdom Panels only offered remedy was a text list of my dog's breed percentages from their backend system and a standard 20% promotional discount to buy a brand new testthe exact same discount currently available to the general public via their newsletter. They have refused to issue a refund or provide a replacement kit.I paid for a complete visual and analytical report, not a temporary subscription. Because Wisdom Panel destroyed the product I purchased without giving me a reasonable, notified opportunity to download it, they are failing to fulfill the basic transaction of our purchase.

  • Initial Complaint

    Date:12/30/2025

    Type:Service or Repair Issues
    Status:
    Unanswered
    Resolved:
    The complainant verified the issue was resolved to their satisfaction.
    Unresolved:
    The business responded to the dispute but failed to make a good faith effort to resolve it.
    Answered:
    The business addressed the issues within the complaint, but the consumer either a) did not accept the response, OR b) did not notify BBB as to their satisfaction.
    Unanswered:
    The business failed to respond to the dispute.
    Unpursuable:
    BBB is unable to locate the business.
    Wisdom panel deleted my dogs records without notice.

  • Initial Complaint

    Date:04/11/2025

    Type:Sales and Advertising Issues
    Status:
    Unanswered
    Resolved:
    The complainant verified the issue was resolved to their satisfaction.
    Unresolved:
    The business responded to the dispute but failed to make a good faith effort to resolve it.
    Answered:
    The business addressed the issues within the complaint, but the consumer either a) did not accept the response, OR b) did not notify BBB as to their satisfaction.
    Unanswered:
    The business failed to respond to the dispute.
    Unpursuable:
    BBB is unable to locate the business.
    Wisdom sells or allows to be sold "counterfeit" K9 DNA tests on REMOVED. When a buyer receives the kit, the code to be input on Wisdom's website says it's invalid. Upon contacting Wisdom, they suggest purchasing a kit directly from them. Said kit was $50 dollars more. It's a bait and switch operation.

BBB Accreditation: None

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When considering complaint information, please consider the company's size and volume of transactions. Note that the nature of complaints and a company’s responses to them are often more important than the number of complaints. BBB Business Profiles generally cover a three-year reporting period.