Ola Cabs introduces number masking to protect privacy of customers

In a major initiative to protect the privacy of its customers, Ola Cabs, has said that drivers who call from their Ola mobile devices will not be able to see the consumer's mobile number. The call will be routed through a cloud-based telephony system, which encrypts the number, and sends the encrypted number to the driver. This feature will be available in all the cities where Ola is present.  Currently, Ola operates close to 250,000 cabs and 65,000 auto-rickshaws in more than 100 cities across India.

As all calls are archived and available for later analysis, Ola Cabs will be able to gauge driver behaviour by listening to conversations. Ola has also introduced features such as live GPS tracking as well as an in-app SOS button that can be activated in times of emergencies.

For enhancing safety of its customers, Ola is investing $20 million on safety initiatives this year.