Ride-hailing giant Uber is shutting down its free loyalty program, Uber Rewards, so it can focus on its subscription-based Uber One membership.
Uber first launched the rewards program in 2018 as a sort of frequent flyer scheme that allowed riders to earn points for every dollar spent on rides or Uber Eats deliveries. Those points can then be used to get discounts on future rides or deliveries. In November 2021, Uber began introducing Uber One, which for $9.99 per month or $99.99 per year offers members benefits such as 5% off select rides or delivery orders and unlimited $0 delivery charges for food orders over $ 15 and grocery orders over $30.
Sent to customers in an email retrieved by The edgeUber said users can still earn points through the legacy rewards program until the end of August and redeem those points until October 31. Uber Rewards will officially be discontinued on November 1, 2022, according to a update posted by the company.
The Uber Rewards program allowed users to earn 1x point for every Uber Pool dollar spent, 2x for every UberX dollar spent, and 3x for every $1 spent on Premium. The number of points accumulated would place members in a variety of loyalty cabinets, from blue to gold to platinum to diamond, the latter of which offers benefits such as access to highly rated drivers, free delivery on three Uber Eats orders, access to better customer service and free upgrades.
While phone support for Diamond users will continue, the only way to get additional benefits with Uber is now a subscription. Existing Rewards members get a free one-month subscription to Uber One, but will be charged for access. If you’re someone who orders Uber Eats more than twice a month, you can easily break with the Uber One plan, but many users may not see the money-saving benefits of the switch.
Uber did not immediately respond to clarify why it is discontinuing the Rewards program in favor of Uber One membership. Perhaps the company didn’t see the ROI and user loyalty it expected from the program and thinks a subscription offering will deliver better ROI.