Little turns to WhatsApp amid increased competition


In an effort to grow its customer base in an increasingly competitive environment, taxi hailing firm Little has rolled out a new option where customers can request for rides via WhatsApp.

According to a news report by the Business Daily, to request for the taxis via WhatsApp, customers will first need to send their locations to Little’s WhatsApp number. Upon doing so, Little will identify vehicles within the rider’s vicinity and share the cab and driver details with the customer on WhatsApp. 

“All a taxi rider needs to do is save our number 777000777 and share their location through WhatsApp. Once this happens one will automatically be connected to a driver near them. At the end of the trip a customer will also receive a message telling them how much they need to pay for the trip,” said Kamal Budhabhatti the Founder of Craftsilicon, Little’s mother company, according to the Business Daily.

Mr. Budhabhatti consequently revealed that the new platform would help customers without Little’s phone application to access rides conveniently on the platform.

The move by little comes just two months after it increased its fare rates to conform to an initial agreement with the Automobile Association of Kenya (AA).  Little increased its rates by Ksh. 5 to Ksh. 35. Customers using the taxi service similarly started paying Ksh. 40 per kilometer and Ksh. 100 as base fare while the taxi hailing app similarly set its possible shortest rides at Ksh. 250 up from Ksh. 150.

“I don’t take our fellow drivers for granted. I humbly request you, our riders, to accept this minor price adjustment, which will go a long way in bridging the gap towards a better driver welfare,” Mr. Budhabhatti said in a statement then.

Little entered the market in July 2016, just six months after one of its rival Uber began operations in the country. The taxi hailing service currently operates in different cities in Kenya, Uganda and Zambia.

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