Dubai-based ride-hailing app Careem has launched rewards programme Careem Rewards for its 33 million users.
The programme, which has already been activated, offers users points on all rides paid by cash, card, or invoice across all countries in which Careem operates.
"We are so thankful to our customers that we wanted to recognise their loyalty with something in return - Careem is the first company in our industry to launch something like this in the region, and it's a unique programme that rethinks how loyalty schemes work and focuses on simplicity of use and value," said Mudassir Sheikha, co-founder and CEO of Careem.
"Someone who uses Careem daily to commute will, as a result of Careem Rewards, get at least two free rides per month," he added.
Customers who take 15 rides a month will achieve the Careem Gold status and enjoy benefits including 50% more points awarded on all rides and priority support across channels among other special offers.
However, the Careem Gold status will only be active for three months, after which users will have to unlock it again before it expires.
Moreover, Careem customers will soon be able to earn points on all their food orders placed on recently-launched delivery app Careem Now, as well as any spend on other services by the firm, as the points can also be converted into credit appearing in the app wallet to spend on rides.
Alternatively, it can be used to fund a range of charity donations to UN refugee agency UNHCR and other local charities, which will appear on the app depending on the user's location.
For 2,500 Careem points, users can help feed a child for a day or help a refugee obtain cooking gas, while for 6,000 points, they can help fund a child's education for a day, and for 15,000 points, they can help feed a child for an entire week.
Careem Rewards has also partnered with the WWF in Pakistan where users can have a tree planted for 900 points achieved through the programme.
"We are also delighted to be able to offer our users the chance to make a positive change in the region by using their Careem points earned on their rides to make a genuine difference in the lives of those most in need," Sheikha said.
Careem has existing partnerships including schemes with Emirates Skywards, STC Qitaf, Shukran, Air Miles, Etihad, and Etisalat Smiles. Careem Rewards will also be adding more partners and brands to the programme in the coming months.