This is not new, it seems, although the previous ones were just tests: https://news.ycombinator.com/item?id=44659635

Lyft already has such a feature, and personally I've been getting into Empower more, which also has the feature. This app pays more for drivers due to not actually acting as a taxi company but simply connecting the driver and rider marketplaces, something Uber tried to do as well but failed due to legal challenges as well as keeping margin for themselves. Empower just charged $50 per month to drivers as a subscription fee for the service and then lets them keep all the actual ride money.

However, just as with a marketplace connector like TripAdvisor or TaskRabbit, your mileage may vary (literally) in terms of driver ratings and safety, due to Empower not doing as comprehensive background checks as Uber or Lyft, so it is up to your personal risk tolerance.