Ride-hailing giant Uber is discontinuing its free loyalty program, Uber Rewards, so it can focus on subscription-based Uber One memberships.
Uber first launched its rewards program in 2018 as a type of frequent flyer program that allows riders to earn points for every dollar spent on Uber Eats rides or deliveries. Those points can then be used to get discounts on future trips or deliveries. In November 2021, Uber started introducing Uber One, which, for $9.99 per month or $99.99 annually, gives members perks like 5% off some rides or delivery orders and unlimited $0 delivery for food orders over $15 and grocery orders over $30.
In an email sent to a customer selected by The VergeUber says users can still earn points through the old rewards program through the end of August, and they can redeem those points until October 31. Uber Rewards will officially shut down on November 1. 2022, according to a update Posted by company.
The Uber Rewards Program allows users to earn 1 point for every dollar Uber Pool spends, 2x for every dollar UberX spends, and 3x for every $1 spent on Premium. Points earned will move members into loyalty levels ranging from Blue to Gold to Platinum to Diamond, which come with benefits like access to rated drivers premium, free shipping on three Uber Eats orders, access to better customer service, and free upgrades.
While phone support will continue for Diamond users, for now the only way to get additional perks with Uber is to sign up. Existing Rewards members will get a free one-month subscription to Uber One, but will then be charged for access. If you’re someone who orders Uber Eats more than twice a month, you could easily break even with an Uber One subscription, but many users may not see the money-saving benefits of switching.
Uber did not immediately respond as to why it discontinued the Rewards program in favor of an Uber One membership. Perhaps the company didn’t see the returns and user loyalty it expected from the program and assumed that offering a subscription would be a better return.