As part of its efforts to beef up its security measures, Lyft on Tuesday announced a new passenger verification pilot program to allow drivers to verify the identity of passengers to ensure they are really who they say they are.
Starting today, Lyft's new program is rolling out to nine markets: Atlanta, Chicago, Denver, Detroit, Houston, Jacksonville, Miami, Phoenix and Seattle. The company didn't say when it would launch in other cities.
A verification badge will now appear next to riders' profiles to indicate that Lyft has verified that they are using their real name. To verify that riders are who they say they are, Lyft uses third-party databases to verify personal information, such as riders' real names and phone numbers, a company spokesperson told TechCrunch, but did not disclose which third-party databases Lyft uses.
If the name on the rider's profile is not their legal name, they will be asked to provide their legal name before starting another verification process. If we are unable to verify the details, they may need to upload an official government-issued form of identification such as a driver's license, state issued ID, or passport. If the rider does not have any of these documents, they can contact Lyft Support to provide alternative documentation.
Image credit: Lyft
Additionally, if a rider wants to request a ride for someone else, they can use the “Change Passenger” option when requesting a ride. Guest riders must have a Lyft account with a verified badge.
But drivers can choose to accept trips without a badge, and Lyft warns on its website that riders without a badge may experience “longer estimated arrival and pickup times.”
Lyft's new program follows an initiative launched earlier this year by Uber, which also has a similar feature. Like Lyft, Uber cross-references personal information and displays a blue checkmark on the profiles of verified riders. It's currently available in 15 cities, including Atlanta, Chicago, Detroit and Miami.
Rideshare drivers are always at risk when accepting passengers, but the risks can be even higher in high-crime, densely populated cities like Detroit and Chicago. Every year, many Uber and Lyft drivers are carjacked, robbed, or murdered. For example, in January a Chicago driver was shot during an attempted carjacking. Less extreme examples include strangers waving at drivers for a free ride.
Sexual assault is also a major issue, which has led to the rise of several ride-sharing startups in recent years. In 2022, former Lyft driver Gillian Anderson co-founded HERide, a female-friendly driving app, to keep female passengers and drivers safe. Lyft launched its Women+ Connect feature last year, which allows female and non-binary drivers to prioritize matching with female and non-binary passengers. Uber also has a female passenger priority feature.
It is always important that both the driver and the passenger check the profile picture and name. Before getting into the vehicle, the passenger should first check the license plate and vehicle model.
In addition to passenger verification, there are many examples of Lyft copying strategies from its biggest rival, Uber, which has 156 million monthly active users (compared to Lyft's 27.3 million active riders). Most recently, Lyft on Monday announced pet-friendly rides, a feature Uber has offered for five years. Lyft currently charges an extra $4 for pets, while Uber charges $3 to $5.