Waymo launches loyalty program with 10% cash back and free cancellations

Waymo is launching a loyalty program called Waymo Premier, which will offer frequent taxi riders a number of perks for $29.99 per month.

Premium members will be able to skip the virtual line and earn 10% cash back on every ride (and “more during busy times,” according to Waymo). They’ll also get five free ride cancellations each month, and Waymo says Premier members will be able to hail a robotaxi in cities where the service still has a waiting list.

The company told TechCrunch that Waymo Premier will not be available to riders in Austin or Atlanta, because its robotaxis are only available via the Uber app in those cities.

The loyalty program launches as Waymo ramps up its expansion in the US and prepares to launch internationally later this year. Waymo has also begun rolling out its newest vehicle, a truck made by Zeekr that it calls “Ojai,” in Los Angeles, Phoenix and San Francisco.

Premier could also be the start of a new business line for Waymo as it expands.

Uber, the company’s largest partner, has built a significant revenue stream through its own platform, Uber One. The ride-hailing giant said in May that more than 50 million people now pay $9.99 a month (or $96 a year) for a membership. In return, Uber offers perks like a 10% discount on Uber Eats orders or hotel bookings, waived delivery fees, and other third-party discounts and promotions.

Loyalty programs are a bigger business for airlines. Each of the four largest U.S. airlines would have been operating at a loss in 2024 if not for their money-printing memberships. Airlines also showed how loyalty programs can provide value beyond the revenue they generate: During the pandemic, many of them used the programs as collateral to back emergency loans from the federal government.

Waymo said it arrived at the $29.99 monthly price and accompanying perks after considering “direct feedback from our riders about what they want from a membership.” While Uber One may cost three times as much, ridership data has shown that people are willing to pay more for Waymo’s automated car compared to traditional ride options.