Uber Technologies Inc. has announced a new developer feature called Trip Experiences, which allows third-party apps to deliver notifications, content, or adverts to an Uber passenger during their trip.

Over a year ago, Uber opened its API to developers, allowing developers to include an Uber button into their apps. Apps like Facebook Messenger, OpenTable, StubHub and United Airlines have all benefited and now easily allow its customers to book an Uber ride directly from its respective apps.

With Trip Experiences, an app would be able to serve up a variety of content while a person is in the backseat of an Uber. The provided content for Uber passengers will change according to the length of the ride.

Examples from Uber include the ability to listen to a 10-minute playlist from your favorite music app, or for an even shorter trip the ability to catch up on a 5-minute news update.

Other alternative content includes recommendations and insights when you are on your way to a restaurant, or the ability to turn on the heating at home when you are close to your destination.

While certain apps could see Trip Experiences as the perfect opportunity to entertain and provide a benefit for their existing app users, others may see it as a way to send through tons of notifications and adverts, ultimately causing irritation.

However, Uber have said customers will be in complete control and “will need to give permission before any app can connect to Uber and access their trip details.” If you opt to give permission, but then find either the content presented irritating or of no use, you can turn the feature off on an app-by-app basis.

An Uber spokesperson told The Verge, “The point of this experience to provide added value to a user not irritate them. Because we require all apps to be whitelisted with us, we will be able to ensure the user experience is a positive one.”

Didi Kuaidi, who is Uber’s biggest rival in China, has announced that it too is opening up its API. The company valued at $16.5 billion originally gave a limited number of apps access to its API, including WeChat, and Alibaba’s Alipay, but now the API is available to all.

Image credit: Mark Warner; Flickr