Careem enhances customer privacy with call masking update
Customers can now book their Careem rides with the option of keeping their mobile phone number private
Dubai's ride hailing app Careem has updated its UAE service with a call masking feature allowing customers to keep their mobile number private when calling the captain.
The move comes after customers requested stronger privacy protection to which Careem responded with the feature, offering its customers the option to keep their mobile numbers disclosed.
If customers decide to keep their numbers masked, the captain will see an encrypted number instead of the actual number, ensuring data is kept private.
The feature is already active in the UAE and will be introduced in other regional markets, including Saudi Arabia and Pakistan, within the next month.
Mudassir Sheikha, CEO and co-founder, Careem, said: "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.
"Keeping in mind the social and cultural characteristics specific to certain markets, where Careem has become the travel companion of choice for thousands of women, features such as call masking will enhance the level of trust and confidence customers have in our services - thereby enabling them to be mobile while having greater peace of mind. We expect this feature will prove particularly popular in markets where consumer demand for privacy protection is more pronounced, such as Saudi Arabia and Pakistan," Sheikha concluded.
Careem has already introduced an array of safety features, including facial recognition technology, to reinforce the company's commitment to building a trusted brand in the region.