Apple announced today that it is expanding its “Find My” services to third parties, starting with Belkin, Chipolo, and VanMoof next week. The move is clearly aimed in part to undercut criticism about its long-awaited Tile competitor, AirTags.

“For more than a decade, our customers have relied on Find My to locate their missing or stolen Apple devices, all while protecting their privacy,” Apple vice president Bob Borchers says. “Now we’re bringing the powerful finding capabilities of Find My, one of our most popular services, to more people with the Find My network accessory program. We’re thrilled to see how Belkin, Chipolo, and VanMoof are utilizing this technology, and can’t wait to see what other partners create.”

The new Find My network accessory program is being launched as a new part of the Made for iPhone (MFi) Program, which certifies third-party devices to be fully compatible with Apple’s hardware devices. Apple says that third-party products must adhere to all of the privacy protections afforded by the Find My network and that approved products will feature a prominent “Works with Apple Find My” badge to help users understand their compatibility.

And in a nod towards the oft-delayed AirTags, Apple also revealed that it has released a draft specification for third parties that wish to take advantage of the Ultra Wideband technology found in U1-equipped Apple devices. AirTags is expected to use this technology.

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