Definitely! One exemple is Grab, in all Southeast Asia: what people like is that the app is fluid, and will get you from A to B.
There is no marketing like Uber did sometimes of like: "personal service, free water bottle", and it's still killing it.
Of course, I personally always enjoy a chat with the driver, but many people I know prefer actually not talking.
The grab app shows un-skippable ads. And some taxis even have ads "based on your interests" playing on a TV in front of your seat. I found their "no marketing" ;) to be almost too much.
Or Gojek!
I choose Grab mainly because I always have installed for GrabPay payments. Sometimes I use Gojek (often unloaded because my phone doesn't have much storage) because it's cheaper.
I avoid first-party taxi apps because they're shit and do dumb stuff like charge a 10% surcharge for credit card payments. They could get away with it 20 years ago, but I'm so glad Uber, Grab, and all the others are eating their lunch.