Waymo launches Premier loyalty program for $29.99 monthly

Waymo is launching a subscription-based loyalty program called Waymo Premier, priced at $29.99 per month. The program targets frequent riders of its robotaxis—which are autonomous vehicles used for ride-hailing. According to Waymo, the company arrived at this pricing and the accompanying benefits after considering “direct feedback from our riders on what they want out of a membership.”

Subscribers to Waymo Premier receive several specific perks:

• The ability to skip the virtual line, which is the queueing system for ride-hailing services.
• 10% cash back on every trip, with the potential to earn higher rates during busy periods, according to Waymo.
• Five free ride cancellations per month.

The loyalty program is rolling out alongside Waymo’s deployment of the Ojai van, manufactured by Zeekr, in Los Angeles, Phoenix, and San Francisco. However, Waymo Premier is not available in Austin or Atlanta. Waymo stated that this is because its robotaxis are only available via the Uber app in those cities.

Waymo’s subscription strategy mirrors the model of its partner, Uber, which operates a competing loyalty program. In May, Uber reported that its own loyalty program, Uber One, has more than 50 million members. Uber One costs $9.99 per month or $96 annually, offering benefits such as a 10% discount on Uber Eats or hotel bookings. Waymo’s approach also draws inspiration from the broader travel sector, where loyalty programs have become critical for profitability. For instance, the four biggest U.S. airlines would have operated at a loss in 2024 without the revenue generated by their membership programs.

The launch of the Premier program comes as Waymo prepares for an international launch later this year. As the company scales its operations, the subscription program could represent the start of a new line of business.

Why it matters

Waymo is testing whether its robotaxi service can support a premium subscription model, a strategy that has proven essential for the profitability of airlines and ride-hailing competitors like Uber.