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Uber Debuts Loyalty Program

Uber Rewards has four-tier membership, is rolling out in 25 US markets initially

Uber Rewards, the ride-sharing company’s new frequent-traveler program, was launched this week in San Francisco and several other US cities.

The loyalty program will reward members for spending on Uber and Uber Eats. It will have four tiers of membership: Blue, Gold, Platinum, and Diamond. Base perks will include $5 in Uber Cash for every 500 points earned.

As members move up in rewards categories, they also become eligible for flexible ride cancellations, priority support, price protection for frequently used trips, and priority airport pickup.

Diamond members also can earn complimentary upgrades, pickups by top-rated drivers, premium support, and free delivery on Uber Eats orders.

Members earn 1 point per dollar spent on Uber and Uber Eats, 2 points on spending for UberX, Uber XL and Uber Select, and 3 points for spending on Uber Black and Black SUV.

The initial rollout of the program is in 25 US markets, but company officials said Uber Rewards will be available nationwide soon.

Lyft beat Uber to the punch in announcing its planned loyalty program, but Uber is first to market. The rollout markets are Boston, Dallas, Orange County, Houston, New Orleans, Kansas City, Indianapolis, LA, SF, Fort Collins, Rockies, Pittsburgh, Lehigh Valley, Gettysburg, Erie, Western Massachusetts, Miami, Denver, Tampa, New York, Washington, DC, Philadelphia, Atlanta, San Diego, and New Jersey.