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 in Jordan starting from Tuesday, August 22nd 2017.
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 – all aimed at reinforcing the company’s commitment to making Careem the most trusted ride-hailing app of choice in Jordan.
In fact, lack of trust is one of the key reasons keeping people off e-commerce platforms in the Middle East & North Africa, according to a 2017 CIGI-Ipsos Global Survey on Internet Security & Trust. The report showed that for 49% of consumers in the region, lack of trust is a top reason for not purchasing goods or services online.
With the call masking feature in place, the Captain will only receive an encrypted number instead of the user’s real phone number, thus ensuring the customer’s personal data remains completely safe and unexposed.
“Ensuring the safety and security of our customers in Jordan is our number one priority at Careem,” said Kareem Zinaty, Operations Manager at Careem Jordan. “Introducing technology that simplifies their lives without compromising their privacy will remain among our key focus areas as we continue to work our way towards strengthening Careem’s position as the answer to the kingdom’s most pressing travel-associated challenges.”
“Keeping in mind the social and cultural characteristics specific in Jordan, where Careem has become the travel companion of choice for thousands of customers, features such as call masking will enhance the level of trust and confidence customers have in our services, thereby enabling them to be mobile while having greater peace of mind.” Zinaty continued.
“As a homegrown brand, Careem understands better than others the demands and dynamics unique of the Jordanian market, and our aim is always to provide our users with localized solutions that not only respond to their needs and desires, but are respectful of their cultural values and norms,” Zinaty added.