Chronic pain is a disease that causes negative changes in health, behavior, quality of life, and the human-animal bond. It is among the most common chronic conditions in dogs and cats, yet paradoxically, it is also among the least frequently diagnosed. Why? What are we missing? What does pain actually look like in our patients? The reality is that we do not see pain – we see the IMPACT of pain. Rather than overt signs, affected patients often exhibit subtle changes that are often misattributed to normal aging or other non-pain-related conditions. In this discussion, we will explore ways to more readily identify chronic pain in dogs and cats. Emphasis will also be placed on the critical role of client education and helping pet owners understand what pain looks like in their animals to support earlier identification and intervention.