Waymo is launching a $30 monthly membership that gives frequent riders priority pickup — the latest in the robotaxi company’s efforts to turn its driverless service into a more competitive stand-alone ride-hailing business.
Waymo said on Thursday that it will invite “tens of thousands” of riders to a membership program offering perks such as priority pickup, cash back, early access, and limited free cancellations a month. The program, called “Waymo Premier,” will cost members $29.99 a month, the company said.
The program will initially be available to riders in San Francisco, Los Angeles, and Phoenix — three of Waymo’s most mature markets. It will not apply in cities where Waymo rides are hailed through Uber, including Austin and Atlanta, a spokesperson said.
“We will initially offer Premier to riders in these cities, and will look to invite riders in more cities that use the Waymo app in the future,” a Waymo spokesperson said.
Premier will give riders priority pickups, which a Waymo spokesperson said are meant to provide a preferred estimated time of arrival and faster pickups. The spokesperson said nonmembers should see little effect from the program because the number of Premier members will be limited at first.
Members will also earn 10% Waymo Cash back on every trip and more during busy times, the company said. Premier members can get up to five free cancellations a month, along with early access to Waymo rides in new cities, including markets that are still accepting riders through an interest list, the spokesperson said.
Waymo’s subscription service is another move by the robotaxi company to expand its direct relationship with customers, as it continues to enter new markets without a ride-hailing partnership.
The last partnership Waymo announced was in September with Lyft in Nashville.
Since then, Waymo started opening its service to riders in five cities — Dallas, Houston, San Antonio, Miami, and Orlando — where customers are expected to use Waymo’s own app. The company is also rolling out its purpose-built Ojai, an electric minivan-style robotaxi that offers more legroom and luggage space, Business Insider previously reported.
Uber, meanwhile, has been advocating a hybrid model combining human drivers and autonomous vehicles.
In the past year, the ride-hailing giant has taken a series of direct and indirect shots at its robotaxi partner Waymo. Business Insider previously reported how Uber has portrayed AV-only deployments as less scalable, less equitable, and less reliable than a hybrid approach.
An Uber spokesperson said at the time that a hybrid future would be more efficient and better for drivers.
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