Careem has introduced a new feature which enables passengers to call their respective captains anonymously.
The new feature is termed as ‘call masking feature’, which is already live in UAE and will be introduced in other regional markets such as Saudi Arabia and Pakistan in the upcoming month.
The Call Masking feature enables the users to keep their phone number hidden from the driver thus adding another layer to customer privacy and safety.
The new feature was much needed, especially given the rising spate of complaints against ill-mannered and ill-trained captains in Pakistan.
Screenshot of the new feature introduced by Careem
Speaking about the latest feature, Mudassir Sheikha, CEO and co-founder, 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 surveys, one of the reason why people didn’t opt for Careem and other ride-hailing services was due to lack of trust. Mudassir claims that the company is working day and night to change that particular mindset.
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.