Uber announced the program, called Women Preferences, in July and has since rolled it out in Los Angeles, Detroit, and San Francisco. “Making this work reliably — not just symbolically — required thoughtful design,” Uber said about the program’s success abroad. In an August 2024 press release, Lyft said there were early indications that the program was incentivizing more female drivers to get behind the wheel. When the program started, women and nonbinary drivers were getting matched with women and nonbinary riders 50% of the time. Uber may have to incentivize female drivers to work those routes.