Since it started, Amber Alerts have helped find more than 100 missing children in California.

Now, two residents hope their alert system can do the same - for pet owners.

Krislyn Sterlino and her brother of Brentwood, Calif., developed the system after their friend's cat ran away.

FindToto is a website where owners can register their lost pets. Within minutes the company will send out up to 5,000 phone messages to people in the area.

"It is an Amber Alert because we actually call your neighbors and alert them," Sterlino said.

The service costs from $60-500, and the more you pay, the more people get the message.

Since launching in November, FindToto has reunited 14 pets with their owners.