Lyft has announced a new pilot program aimed at enhancing its security measures and ensuring that riders are who they claim to be. The program, which is currently rolling out in nine markets including Atlanta, Chicago, and Seattle, involves verifying riders’ identities through a badge displayed on their profiles. This badge indicates that Lyft has confirmed the rider’s legal name.
To verify riders, Lyft utilizes third-party databases to cross-check personal information such as legal name and phone number. If a rider’s profile name does not match their legal name, they are prompted to enter it before undergoing further verification. In some cases, riders may be required to upload official government identification, such as a driver’s license or passport, if their details cannot be confirmed. However, Lyft also offers alternative options for riders who do not possess these documents.
Furthermore, Lyft has introduced the option for passengers to request a ride on behalf of someone else through the “Change rider” feature. However, guest passengers must have a Lyft account with a verification badge.
It is important to note that while riders with verification badges receive priority, drivers still have the option to accept rides from passengers without badges. Lyft warns that these riders may experience longer estimated time of arrival (ETA) and pickup times.
Lyft’s new program is similar to Uber’s initiative, which was launched earlier this year and already available in 15 cities. Uber also verifies riders’ identities and displays a blue checkmark on their profiles. The introduction of these verification programs reflects the importance of safety and security for both rideshare companies and their drivers.
Rideshare drivers face various risks, particularly in high-crime or densely populated cities like Detroit and Chicago. Incidents such as carjackings, robberies, and even fatalities occur every year. To address these concerns, additional ride-sharing startups have emerged, such as HERide, a female-friendly driving app co-founded by a former Lyft driver. Lyft and Uber have also implemented features to prioritize matches between female passengers and drivers.
Both drivers and passengers should prioritize verifying profile pictures and names before getting into a vehicle. Riders should also check the license plate and car model to ensure they are entering the correct vehicle.
In addition to rider verification, Lyft has been taking inspiration from Uber, its biggest rival in the rideshare industry. Lyft recently announced pet-friendly rides, a feature that Uber has offered for five years. However, Lyft now charges an additional fee of $4 for pets, while Uber’s pet fee ranges from $3 to $5.
Overall, Lyft’s new rider verification program demonstrates the company’s commitment to improving safety and security for both drivers and riders. By verifying riders’ identities and providing visual indicators of their verification status, Lyft aims to enhance trust and mitigate potential risks. This initiative aligns with the broader industry trend of prioritizing safety measures in the rideshare sector.