Uber opted to add tipping as a way to improve the driver and ride experience.
Starting today in Buffalo, drivers and riders will see the new tipping feature in the Uber app. Riders can choose from suggested amounts or customize their own tip.
The change is part of what Uber bills as "180 Days of Change", saying "it's the right thing to do, it's long overdue, and there's no time like the present".
The company is celebrating the rollout by matching all tips given out tomorrow (hint, hint).
Download or update the latest version of the Uber app.
"Through the end of the year, we'll be making changes big and small based on what drivers have asked for", Prichard said.
Uber's move to activate tipping nationwide comes days after New York City's Taxi and Limousine Commission passed a measure requiring tipping in ride-hailing apps citywide.
The email stated that Uber service fees will never be deducted from tips.
According to Uber, the match is limited to in-app tips added within 24 hours of trips started after 12:00am PT on Tues 7/18 and before 11:59pm PT on Tues 7/18. Some drivers put discreet tip jars in their cup holders.
Tips are voluntary and do not affect the driver or passenger ratings.
In a statement Monday, Lyft illustrated the impact of its tipping feature on its driver earnings, while issuing a characteristic jab at its chief competitor.