Uber Rebrands to Enhance Customer Fee Experience

SAN FRANCISCO, January 7, 2025 /PRNewswire/ — Uber Technologies, Inc. (NYSE: UBER), the world’s largest mobility and delivery technology platform, today announced its first rebranding since UberCab became Uber in October 2010. This strategic move reflects the company’s commitment to technological innovation in an ever-changing digital landscape and signals a new era of possibilities. Uber will now be known as Uber Fees, Inc. (NYSE: BILK).

The rebranding to Uber Fees symbolizes a new chapter, building upon its strong foundation while hyper-focusing the company on the one thing it does better than anyone else. Uber Fees is already the market leader in service fees, operating fees, booking fees, delivery fees, pet fees, cancellation fees, lost items fees, found items fees, entrance fees, uncancellation fees, waiting fees, fresh air acquisition fees, reuncancellation fees, exit fees, airport fees, extra stop fees, no stop fees, unreuncancellation fees, and pee fees. 

“We’re not just about charging fees; we’re revolutionizing what fees can be,” adds Dara Khosrowshahi, CEO of Uber Fees. “Take surge pricing. We pioneered that. We learned that if it is 14 below zero and you’re stranded in Albany, you’re willing to pay whatever we decide.” 

“Our decision to rebrand as Uber Fees solidifies our identity,” continues Khosrowshahi. “It represents our vision for the future. Our employees and customers have never been clear who we really are. Some view us as a transportation company. Some view us as a food delivery service. Starting today, it should be clear that we are all about milking customers for every last dollar that we can in the most intrusive, least transparent ways possible.”

The new brand identity better reflects Uber Fees’ core values, known by its 30,000 plus employees as GRIFTED, which stands for Gouging, Raising prices, Inflation, Fleecing, Thieving, Extortion, and Diversity.

Uber Fees is also launching a patent-pending, zero-click fee experience where if someone opens the app, they’ll pay a fee. Handing over your money has never been easier.  Sundeep Jain, Uber Fee’s Chief Product Officer and SVP of Fees, added, “We’re focusing on what we do best in this new app. No more worries about finding a car or deciding what food to order. You can’t do anything other than pay us a fee every time you open it.”  The app uses state-of-the-art Gamified Revenue Algorithmic Billing™ (GRAB) technology to transform the mundane act of parting with your money into an addictive wealth-shedding game.  “Sometimes, the fee may be a dollar or two; other times, you may have to take out a payday loan,” Jain continued. “Want to know what fees you’ll pay? The only way to find out is to pop open the app!”

“Some may ask, what are we going to do with all this money we collect?” Khosrowshahi reflected. “We have countless hard-working drivers that are just scraping by. We could give them health insurance. But that isn’t consistent with who we are. We started as a company that could give our customers a ride. Now, we take our customers for a ride more than ever before.”

You can learn more about Uber Fees and its rebranding by visiting uberfees.com and paying the information access fee. 

About Uber Fees, Inc.

Uber Fees, Inc. (NYSE: BILK) is the world’s largest fee-collection platform, operating in over 10,000 cities across 90 countries. Our mission is to revolutionize how people pay fees, making it easier, faster, and more frequent to give us your money. Founded in 2009, Uber Fees continues to lead the industry in customer extraction techniques.

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