It seems that the popular ride hailing service, Careem, has decided to step-up its game by adding an extra layer of security in its app. It is reported that the company has launched a new “call masking feature” in UAE, which will be introduced in other regional markets including Saudi Arabia & Pakistan in the coming months.
This new feature will enable users to call their captains anonymously without disclosing their phone numbers to the captains. The move depicts that the ride hailing service is endeavoring to acquire competitive advantage over its competitors.
Careem’s customers have been making demands to introduce security features that will protect their personal details. Moreover, experts believe that increasing complaints about the behavior of Careem’s drivers prompted to the company to add the extra layer of security in its app.
Talking about the new feature, Mudassir Sheikha, CEO and co-founder of Careem said “ensuring the safety and security of our customers in all of the markets where we operate is our number one priority at Careem.”
According to a survey, lack of trust is one the main reasons why people hesitate to use Careem. Mudassir claims that the ride hailing service is making efforts to change this particular mindset of the customers.
Mudassir Sheikha further elaborated:
“Introducing technology that simplifies their lives without compromising their privacy will remain among our key focus areas as we continue to work our way towards strengthening Careem’s position as the answer to the region’s most pressing travel-associated challenges.”