Answering the consumer demand for stronger privacy protection, Careem,the the leading ride-hailing service in the Middle East and North Africa, has launched a new call masking feature, which is already live in the UAE, and will be introduced in other regional markets, including Egypt, Saudi Arabia and Pakistan, within the coming 30 days.
The feature gives Careem’s customers the option to keep their phone numbers undisclosed to the Captain (driver), thus adding another layer to customer privacy and security. Call masking is the latest in a series of safety features introduced by Careem in the recent past such as the facial recognition technology – all aimed at reinforcing the company’s commitment to making Careem the most trusted ride-hailing app of choice.
In fact, lack of trust is one of the key reasons keeping people off e-commerce platforms in the Middle East & North Africa, according to a 2017 CIGI-Ipsos Global Survey on Internet Security & Trust. The report showed that for 49% of consumers in the region, lack of trust is a top reason for not purchasing goods or services online.
With the call masking feature in place, the Captain will only receive an encrypted number instead of the user’s real phone number, thus ensuring the customer’s personal data remains completely safe and unexposed.
“Ensuring the safety and security of our customers in all of the markets where we operate is our number one priority at Careem,” said Mudassir Sheikha, CEO and co-founder, Careem. “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.