Uber to launch new ‘Women Preferences’ program for riders, drivers

(NBC) – Rideshare company Uber is launching a new effort to cater to women.

The feature, called Women Preferences, will begin in Los Angeles, San Francisco and Detroit in the next few weeks.

Women riders will have more ways to choose to ride with women drivers.

Similarly, women drivers will have new ways to request female riders.

Uber says they’re piloting this feature based on demand from drivers and customers for more women-only options.