Uber has announced a new rider verification feature designed to give drivers and couriers more confidence about their customers.
The ride-sharing company is trying to combat fraud and improve the security of its platform through a variety of methods, including secure check-in, PIN verification and ride recording. But so far, most of these efforts have focused on passenger safety, not driver safety. Some drivers are urging Uber to do more for them, leading to today’s announcement of a new passenger verification process.
Uber customers who choose to be verified have their personal information, such as name and phone number, cross-checked against third-party databases to ensure there aren’t any potential red flags. Additionally, they can choose to upload their government-issued ID to the Uber app to further verify their identity. Verified customers will have a special badge attached to their account, which drivers can see before accepting a ride request.
Speaking at a safety event in Washington, D.C., today, Uber CEO Dara Khosrowshahi said the company had banned some 15,000 rider accounts after discovering they used false and inappropriate names. The changes announced today are designed to give drivers more confidence that they are not being scammed or targeted when accepting a ride or delivery request.
“We recognize the challenges of driving and delivering in today’s world, and we want you to know we are here to support you,” Khosrowshahi told drivers gathered at the event.
Passenger verification is entirely voluntary, meaning the company needs to rely on the goodwill of its passengers to have a meaningful impact. To that end, Uber began testing rider verification in multiple cities earlier this year and was pleased with the results: “The majority of riders” in those pilot markets were verified, and those “tended to give drivers 5 stars more frequently.” “Verified riders also get fewer serious complaints from drivers,” the company said. “
Uber hopes passenger verification will provide another layer of protection for drivers, who are in many ways the company’s core customers. While riders tend to be fickle and switch between apps based on wait times or prices, drivers are more likely to stick with the platform that pays the best. Drivers have historically felt they had no voice at Uber, often complaining about the suspension policy and calling for more reliable driver support services.
Uber, for its part, said it was open to the changes its drivers sought. In 2019, the company began deactivating riders who consistently received negative reviews from their drivers. Uber has a list of community guidelines for riders that include a number of horrific behaviors that will get you banned from the platform.
At the driver event, Khosrowshahi said the company is committed to maintaining an open dialogue with drivers. “Rest assured, we have your back and we are listening,” he said. “We are committed to improvement.”
