Waymo has introduced a $30-a-month premium tier called Waymo Premier, offering perks such as priority pickups and 10 percent cash back on every trip. This invite-only membership is aimed at frequent users of Waymo’s autonomous service, providing them with early access to new cities and up to five free cancellations a month.

The new tier will initially be available in San Francisco, Los Angeles, and Phoenix, expanding as the company targets 20 cities by 2026. With only 10 current operating cities, some may question whether Waymo is jumping the gun—especially considering it lacks the food delivery business that Uber has successfully leveraged.

Waymo’s pricing strategy traditionally positions it above human-powered services, with fares around 30 to 40 percent more expensive. However, in recent months, these prices have dropped to about 12 to 13 percent higher than traditional ride-hailing options. As Waymo looks to target its most loyal customers and find additional revenue streams, the introduction of Premier signals a shift towards mainstream success.

Despite this, the company’s executives emphasize that Waymo remains a premium service, with co-CEO Tekedra Mawakana stating it is all about consistency and safety. The $16 billion funding round earlier this year from Dragoneer Investment Group further solidifies Waymo’s ambitions to expand into new markets.