This article first appeared on GuruFocus.
Alphabet’s (NASDAQ:GOOG) robotaxi unit Waymo is introducing a new $30 monthly membership program as it looks to deepen engagement with frequent riders and possibly add another layer of monetization to its self-driving taxi business. The invite-only program, called Waymo Premier, offers faster pickups, 10% cash back on every trip in the form of ride credits, early access to Waymo in new cities, and up to five free cancellations each month. The company said Thursday that the membership is designed for riders who rely on Waymo most, including commuters.
Waymo is initially sending app and email invitations to tens of thousands of qualifying riders in San Francisco, Los Angeles, and Phoenix. A company spokesperson declined to disclose the exact criteria for its top riders, while Waymo said it plans to eventually offer the membership in additional cities where its app is available. The cash rewards could also increase on rides taken during busy periods, giving frequent users another possible reason to stay within the Waymo ecosystem.
The program comes as Waymo continues expanding a costly autonomous-driving platform while trying to maintain its lead in the U.S. robotaxi market. The company said in March that it had doubled paid weekly rides to about 500,000 across 10 U.S. cities in less than a year. According to a January study by rideshare pricing aggregator Obi, the median Waymo fare in the San Francisco Bay Area was $17.25 at the end of 2025, and Bloomberg calculations suggest a rider would need roughly four trips per week to break even on the $30 monthly fee, assuming a fixed 10% cash-back rate.
