A NEW ride-hailing app is now available to use in Reading.

Ola announced the launch of its services in the area after local councils granted the technology and transport pioneer with both taxi and hire licenses.

The company said that the easy-to-use service will transform the use of transport in Reading by allowing greater travel choice, with quicker and easier access to taxis.

Customers can also enjoy competitive pricing, as well as 24-hour safety support with Ola’s in-app customer care and emergency service.

Ben Legg, Ola’s managing director, said: "We are incredibly excited to be launching in Reading and to become the first ride-hailing platform for local private hire drivers.

"We are looking forward to helping the diverse communities connect with the rich cultural, educational and leisure opportunities that the area offers.

"We have come to town after local drivers got in touch asking for more employment opportunities in and around Berkshire.

"We are leading the way with driver benefits and we are the only platform to include black cab drivers in our dynamic fleet.

"We are determined to work together with a mix of drivers and the local authorities to help the community to grow and achieve safety and mobility goals."

Ola is the only platform that can be used by black cabs and Private Hire Vehicles (PHVs), giving both drivers and passengers even more choice.

Following the successful UK launch of Ola in Cardiff in August 2018, the company arrived Bristol in October, Bath and Exeter in November and Liverpool this March.

Just last month, Ola also arrived in Liverpool and Birmingham, meaning Reading is Ola’s seventh UK launch in just seven months.