In Saudi Arabia, international companies are consistently coming up with new features or services to cater to this market that is heavily influenced by religious and cultural factors. To increase the participation of women drivers in the country, Uber has launched a new “women preferred view” feature that allows female drivers to avoid male passengers.

According to Business Insider, the feature was launched this month after Uber found out through a survey that a majority of their women drivers didn’t want to pick up passengers of the opposite gender.

The feature was launched as a pilot program last year.

Another interesting finding from Uber’s survey was that 31% of women said that they were interested in driving in Uber as a career option.

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