Just two days after Lyft, Uber announced its own rewards program for riders. The program is called Uber Rewards and will offer users dedicated phone support, complimentary upgrades and access to the highest-rated drivers.
The program will begin in nine cities (Miami, Denver, Tampa, New York, Washington, DC, Philadelphia, Atlanta, San Diego, and across New Jersey) and launch for all U.S. riders over the next few months. Users earn points for eligible dollars spent on the company’s ridesharing and food delivery platforms. Uber says they plan to add its scooter and bike platforms into the program soon and an international rollout is expected as well.
Uber Rewards project director Nundu Janakiram told CNBC the company waited this long to launch a rewards program because the company needed a lot of time for research and investment into the technology. The new rewards program is an initiative under CEO Dara Khosrowshahi, who took over the company last year after a string of PR crises. His strategy has been one of engagement and integration among Uber’s businesses
Uber Rewards breaks down into four categories: Blue, Gold, Platinum, and Diamond. Riders earn points for every dollar spent on Uber’s various products: one point for Uber Pool and Uber Eats orders; two points for UberX, UberXL, Select, and wheelchair accessible vehicles; and three points for Uber Black and Black SUV.
You need 500 points to advance from Blue to Gold, 2,500 points to advance to Platinum, and 7,500 points to advance to Diamond. Points are earned over a six-month period, tied to the date you signed up. When you unlock a tier, you have that tier for the remaining earnings period, in addition to the next six months, before starting at zero in a new earnings period.
For every 500 points you earn, Uber will add $5 to your account to be spent on rides or food delivery. Gold status earns you flexible cancellations — Uber will refund the cancellation fee if you rebook a ride within 15 minutes — and priority support from customer service agents. With Platinum status, you get priority pickups at airports and capped fares between your two favorite destinations, like work and home.
With the top Diamond status, you get dedicated 24/7 phone support with Uber’s most experienced customer service agents, complimentary surprise upgrades from UberX to premium products like Uber Black at no extra cost, access to highly rated drivers; and no delivery fee on three Uber Eats orders every six months.