Ola app to mask consumer's numbers

Cab aggregator Ola on Saturday said that its app will start masking customer phone numbers from drivers and enable the tracing of all calls made to customers.

The company, which has already invested $20 million towards safety initiatives this year, also said that it was soon going to launch more safety features.

To enable number masking and traceability of calls, Ola has integrated a cloud telephony solution, which sends an encrypted number to the driver, whenever a customer books a cab and all further communication from the driver is channelled through this number.

"The number masking feature brings enhanced privacy for users, reducing the risk of any untoward experience for them. While driver-partners can save on their calling costs, we will be able to closely monitor driver behaviour and conversations, resulting in a superior experience for users," Pranay Jivrajka, chief operating officer of Ola, said.