Driver Announcements

Upfront Pricing: Important Update To Fares

September 30 / United Kingdom

Uber is launching Upfront Pricing. Upfront Pricing is a fixed price that will provide clearer, simpler and more transparent pricing. It is a tried and tested pricing system used in most cities globally and now we’re launching it across the UK. 

How it works:

Upfront prices are based on the best available route between the rider’s pickup and dropoff points. These are the routes you are used to seeing through Uber’s navigation system.

The upfront price takes into account the expected duration and distance of the trip, accounting for anticipated traffic patterns and known road closures, as well as dynamic pricing when demand is high. Estimated tolls, surcharges and fees are included in the rider’s Upfront Price at the time of making a trip request. The net earnings figure on the driver’s offer card is net of service fee but does not include estimated tolls, surcharges and other fees.

Clearer, simpler, more transparent

We heard from you that you want clearer, simpler and more transparent pricing. Upfront Pricing  means both riders and drivers will be shown an exact figure before confirming the trip. This amount will be honoured except in specific cases where there is a significant deviation from the expected trip, as set out below. 

Situations where Upfront Pricing will not apply: 

We know that there will be some trips that end up being significantly different than expected. In these cases, the upfront price will not apply and the fare will be calculated on actual time and distance travelled. This will only happen in the following situations:

1 . If the rider adds or deletes a stop in their app.

2. If the final destination is more than 1 mile away from the initially requested destination in a straight line (not distance travelled) – this can result in the actual fare being higher or lower than the upfront price.

3. If a detour is taken and the trip is both further and slower than initially estimated in the upfront price, this will result in the actual fare being higher than the upfront price:

a. Further means at least 40% AND 0.5 miles further in distance than initially estimated.
b. Slower means at least 20% AND 2 minutes slower than initially estimated. 

4. If the trip is at least 40% AND 10 minutes slower in duration than initially estimated in the upfront price (for eg. due to traffic or long stops),  this will result in the actual fare being higher than the upfront price.

If riders want to change their trip, they should update the destination or number of stops in-app. Drivers should remind riders to update their destination and number of stops during the trip to help ensure this is reflected in the fare.

Better tools

We have recently upgraded our fare estimation software to incorporate the highly-rated TomTom mapping service for all UK regions. The new software factors in real time road closures and traffic to help ensure you get an accurate price and the best available route.

Please do continue to share your valuable feedback, and we’ll continue to improve the app.