Migliaccio & Rathod LLP is investigating whether Uber riders are shown different prices or purported discounts for comparable rides based on individual account information, purchasing behavior, or other personal data.
A 2026 Consumer Reports investigation reportedly conducted simultaneous comparisons of rideshare prices and found substantial differences between paired ride quotes, with median paired differences of approximately 42%. The investigation also raised concerns about percentage-off promotions where the purported undiscounted reference price may differ between consumers. Uber has disputed that such differences demonstrate personalized or surveillance pricing.
Migliaccio & Rathod is investigating two related issues: whether individual riders may receive different base prices for comparable rides and whether advertised discounts such as “20% off” are calculated using reference prices that vary from customer to customer.
If an individualized higher reference price is used to make a discount appear larger than it actually is, consumers may not receive the savings they reasonably understood the promotion to represent.
Consumers May Have Experienced:
- Receiving a different Uber quote than another person requesting the same or a similar ride;
- Comparing simultaneous ride quotes and seeing materially different prices;
- Receiving percentage-off promotions or personalized discounts;
- Seeing a purported original or undiscounted price that differed from another rider’s price;
- Receiving a discount while still paying as much as or more than another rider without the same promotion; or
- Seeing persistent pricing differences associated with their Uber account.
Potential Claims May Include:
- Undisclosed individualized pricing;
- False or misleading reference pricing;
- Misrepresentation of percentage discounts or savings;
- Unfair or deceptive trade practices;
- Unjust enrichment; and
- Violations of applicable state consumer-protection laws.
Signs You May Be Affected:
- You regularly use Uber;
- You received personalized or percentage-off ride promotions;
- You compared your ride quote with another person requesting the same trip;
- Another rider received a materially lower quote;
- Your purported discounted fare was similar to or higher than another rider’s regular fare; or
- You have screenshots showing different simultaneous prices or reference prices.
If you have encountered these issues, we would like to hear from you. Please complete the contact form on this page, send us an email at [email protected], or give us a call.