The self-proclaimed #1 ride-hailing app in the region, Careem just announced a new collaboration with WhatsApp. The collaboration plans to bring a new feature to Careem’s table, which is a messaging feature that provides quick and enhanced service experience to its customers.

The feature lets customers utilize their WhatsApp accounts to contact Careem’s customer service. The feature can be used via phone or over a local paid landline(while in the ride), in the app’s “get help” section or simply by email or through social media.

According to Sandeep Shetty, Careem’s SVP of Operations, the testing phase aligns with Careem’s focus on providing the newest technology and tools to create a seamless customer experience.

“By allowing customers to connect with us via WhatsApp, we will be able to deliver this promise and at the same time fit in with the ways more and more customers prefer to connect with companies and friends in today’s world. We are excited to be a part of this pilot, and we look forward to rolling it out to our customers and hearing their feedback,” he said.

Careem now operates in more than 90 cities and serves around 13 countries in the broader MENA, Turkey, and Pakistan region. Careem has over 20 million users and 500,000 captains (drivers) on its platform.