The rideshare's loyalty program allows customers to earn points for their use of any of its services, spanning food and transportation, that reward them with credit towards future rides, free upgrades, surge-price protection and more

As rideshare services maintain their popularity, rivals in the booming space increasingly look for ways to diversify their offerings and sharpen their competitive edge. In a bid to corner the market and encourage long-term customers, Uber is debuting a loyalty program called Uber Rewards.

The feature launched in nine cities this week, with the rest of the U.S. joining the program in the coming months. Riders in Miami, Denver, Tampa, New York, Washington, DC, Philadelphia, Atlanta, San Diego and anywhere in New Jersey will now see a rewards bar as part of their profile. As an incentive to encourage use of the program, Uber is counting rider’s last six months worth of rides towards their rewards.

The rewards are offered in 4 levels: Every customer enters at the Blue level, where they earn $5 in credit for every 500 points earned. At the next level up, Gold status refunds cancellation fees for people who rebook rides within 15 minutes. Second from the top, Platinum protects riders from surge pricing, a common cause for complaint from customers of the app. The highest status, Diamond, gives free upgrades to better cars and the highest-rated drivers.

The basic premise of the rewards program is the more customers ride, the better experience Uber will provide them in exchange. Customers can also earn points toward the program by using Uber Eats, encouraging customers to stay within Uber’s suite across a range of needs. The rideshare company debuts this program a month ahead of rival Lyft’s slated release of a loyalty program this December.

Uber

As rideshare services maintain their popularity, rivals in the booming space increasingly look for ways to diversify their offerings and sharpen their competitive edge. In a bid to corner the market and encourage long-term customers, Uber is debuting a loyalty program called Uber Rewards.

The feature launched in nine cities this week, with the rest of the U.S. joining the program in the coming months. Riders in Miami, Denver, Tampa, New York, Washington, DC, Philadelphia, Atlanta, San Diego and anywhere in New Jersey will now see a rewards bar as part of their profile. As an incentive to encourage use of the program, Uber is counting rider’s last six months worth of rides towards their rewards.