Careem adds call masking for customer safety

Answering the consumer demand for stronger privacy protection, Careem, the leading ride-hailing service in the Middle East and North Africa, has launched a new call masking feature, which is already live in the UAE and will be introduced in other regional markets, including Saudi Arabia and Pakistan, within the coming 30 days. The feature gives Careem’s customers the option to keep their phone numbers undisclosed to the Captain (driver), thus adding another layer to customer privacy and security. Call masking is the latest in a series of safety features introduced by Careem in the recent past such as the facial recognition technology.