My two are chipped. They were done during a vet visit and were wide awake. The tech was very good and the vet checked it and said that she had put it in a great place. Mine did not even cry out.
Because they are small the tech seemed to take it worse then they did.
She hugged them and apologized twice to each one.
I am thrilled that they are chipped. My vets policy is that if a new dog comes in and the owners cannot give them any background vet stuff then they scan them to make sure they are not stolen. I really like that.