Popular ride-hailing service Uber has announced a new feature designed to give women driver-partners in Saudi Arabia the option to select a preference for women riders. Dubbed “Women Preferred View”, the new feature, offered exclusively to women drivers in the Kingdom, follows the company’s Masaruky initiative that aims to increase women’s participation in the workforce through access to affordable transportation as well as flexible, part time economic opportunities through the use of Uber technology.

This is the first time Uber has introduced a feature that filters riders on the basis of gender in any of its markets. While it went through a pilot run last year, it was only today that it was integrated as a full-fledged feature. “Last year we announced the launch of Masaruky, an initiative aimed towards empowering women with economic opportunities by providing accessible transport solutions. We have seen an incredible response in the Kingdom thus far,” says Tino Waked, General Manager of Uber Middle East and North Africa. “As part of this initiative, this newly introduced feature will open new doors and opportunities for women as Uber driver-partners, while being conscientious of local cultural norms,” Waked adds. He further added that the feature was introduced in response to the feedback Uber received from women drivers in Saudi Arabia.

Research carried out by Uber last year found almost 31 per cent of those surveyed said they were interested in driving as an earnings opportunity, and it also found that 74 per cent of prospective women drivers interviewed would only be interested in driving women riders.

Those interested in knowing more about Uber’s initiatives for women in Saudi Arabia, can visit the new registration portal at: https://www.uber.com/info/masaruky/en/.