lots of cats and dogs get tattoos to identify them (usually in the ear where there is no hair) but that is a small code meant to help them be found if lost, basically it's cheaper than a microchip and can be read by everybody while you need a special tool for the chip.
The guy in the story clearly did the tattoo to be an asshole in a place where the dog is covered in thick fur so it won't even be seen he just did it to be able to post a funny pic.
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