Yates's unveils taxi safety initiative

Pub chain Yates's has sponsored a ground-breaking initiative to help its customers get home safe in licensed taxis.

Am I Safe is a web-based service that costs £2.99 to download onto any smartphone, and allows customers to type in the numberplate of the taxi to find out if it is licensed.

The initiative was launched in all Yates's pubs in Hertfordshire and Berkshire on 8 August, and is due to be set up through London councils in September.

The scheme requires the participation of local authorities who provide the licence plate details of all registered taxis in their area. Once the customer checks the numberplate, this automatically alerts the taxi driver that the passenger has checked their details.

If the taxi is unlicensed, the tool displays a large red cross and the local authority will be alerted.

The service records the time and place the customer used the tool and sends an email to a "buddy", for example a parent or partner, confirming they are in a safe licensed taxi.

"The safety aspect is absolutely paramount for us, and this service gives us and the customer peace of mind," said Rob Pitcher, operations director for pubs south, Stonegate Pub Company, which owns Yates's. "I've noticed that female customers are slightly apprehensive of getting into a taxi on their own, even if they have booked it. In theory, this tool takes that fear away. "Taxi drivers can sometimes be victims of assault too, so Am I Safe highlights to them that the passenger getting into their cab is genuine."

Am I Safe will be available nationally by the end of the year, by which time it is hoped that a million users will have downloaded the tool.

So far, around 20,000 people have signed up for the service. There are currently 67 Yates's across the UK.