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Uber: Providing uniform quality of service and user safety, globally

Learn how ride-sharing giant Uber enhanced user security while also scaling their operation globally.


Providing uniform quality of service, quickly and securely, world-wide

Uber’s rapid global expansion doesn’t come without challenges. The main one is providing the same level of service quality and safety to all users around the world.

User safety is paramount for Uber. The company needed to do something to protect both riders and drivers – an issue that was attracting global attention.

Adding features to protect users and promoting security were some of the company’s top priorities. Uber planned to address this by anonymizing over 90% of users’ global calls. But there were obstacles to achieving this in UAE, Sri Lanka, and Bangladesh. With Uber’s CEO set to attend a security roadshow, a solution was needed – fast.

Because Uber is such a well-known brand, customer expectations are high when they enter a new market. Any issues during the registration process could leave a negative first impression on users. This could lead to low app adoption.

Achieving app adoption in new markets relies on fast and reliable One-Time PIN (OTP) delivery rates. Both driver and passenger signups depend on this, as does the first impression – a foundation for building lasting relationships.

Once passengers and drivers in new markets sign up for the service, Uber needs to quickly inform drivers about peak demand times. These peak hours are crucial since spikes in demand for drivers can increase waiting times and cost for passengers. This is something that Uber wanted to avoid.


1. Number Masking

Number masking for call anonymization solved safety challenges. Anonymization hides user numbers, making them more comfortable with calling. This helps drivers and passengers communicate in real-time, instead of having to go through in-app chat or SMS. This makes Uber more convenient and safer for everyone in traffic.

Infobip’s global presence made it easy for Uber to add anonymization in new and high-priority markets. Uber’s engineering team appreciated how fast and easy it was to deploy these solutions. This made integration seamless, helping to meet ambitious deadlines.

Once a solution is deployed, Infobip proactively communicates any and all service disruptions. This helps clients, like Uber, consistently meet high customer expectations.

2. Global connectivity for OTP delivery

Infobip’s SMS connectivity with fast and reliable OTP delivery helped Uber achieve quick entry to new markets.

This is a crucial first step when entering any market, aiding quick and secure app adoption for both drivers and passengers.

3. User engagement over SMS

Uber also uses SMS to quickly communicate peak times to drivers. This ensures that passengers can get an Uber ride anywhere at any time – without investing great effort.


Increased competitiveness on key markets while improving user safety

Infobip’s solutions helped Uber remain competitive in key markets in APAC, EMEA and LATAM. Thanks in part to this support, Uber is the world’s leading ridesharing app, servicing more than 110 million users and growing.

Number masking solution address the growing safety concerns of riders and drivers. As a result, Uber was able to reach their 90% global call anonymization target.

Thanks to this, Uber users can be confident that their personal information is protected whenever they communicate with other passengers and drivers. This ensures that everyone can reach their destinations safe and secure.

Yoon Jung, Procurement Manager, Uber: 'Infobip is a great partner because of their ability to keep up with our global growth and provide the type of service we need to meet our users’ demands. The main advantages of working with Infobip are their flexibility, the client success management, and support teams. Having that kind of dedication, that seamless 24/7 communication wide open and knowing there is always someone to support Uber sets Infobip apart from other providers.'


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