Keypoints:
- Women riders can now request female drivers
- Uber targets safety in South Africa market
- Competitors led women-only ride trend earlier
UBER has introduced a new feature in South Africa that allows women to select female drivers when booking rides, joining a growing market of women-only transport services in the country.
The service, called Women Drivers, is aimed at improving safety and providing greater peace of mind for women using the platform.
Addressing safety concerns
‘It’s a simple update, but one that makes a big difference,’ said Deepesh Thomas, Uber’s General Manager for Sub-Saharan Africa. He added that the company designed the option in response to persistent concerns about crime and harassment on e-hailing platforms in South Africa.
The feature has been tested in the United States and France but was adapted specifically for South African users. Only female riders will see the option, and drivers have the right to decline trips if they feel uncomfortable – for example, if a female passenger is accompanied by a male traveller.
Not the first mover
Uber arrives later than competitors. Bolt rolled out its ‘Women Only’ category in 2021, now active in 12 South African cities, while local startups such as Kgosigadi Rides and Wanatu have built their brands on serving women riders.
The delayed launch underlines the demand for safer and more inclusive mobility options. Industry observers note that the new service is also intended to empower female drivers, who often report feeling vulnerable when working late at night or in high-risk areas.
Empowering drivers and passengers
With the Women Drivers option, women behind the wheel can decide whether to accept rides exclusively from women, while still benefiting from periods of high demand on the platform. Uber says the approach not only boosts rider confidence but also provides greater flexibility and protection for drivers.
Regulatory backdrop
The launch comes as South Africa introduces tighter regulations for e-hailing services. Drivers are now required to obtain operating permits, brand their vehicles and install panic buttons.
Uber maintains that the women-only service reflects its commitment to ‘think differently about mobility’ in South Africa, where the issue of rider safety continues to shape the ride-hailing industry.
