Uber Technologies Inc. is running a trial for a new service in Arizona that allows users to book an Uber vehicle by making a telephone call.

Designed “with older adults in mind,” those wanting to book an Uber vehicle with using the Uber app can dial 1-833-USE-UBER and be connected to a live operator to make the booking.

There’s no additional cost to make the booking via phone and the same algorithms are used to book a vehicle on Uber’s end as would be if the customer were using the app, with support for Uber’s different ride options. Those making a booking via phone then receive a text message giving details about their driver, estimated time of arrival and license plate number.

Notably, those using the service are required to either have an Uber account in advance to use the service or must sign up over the phone the first time they make a booking. Details required to set up an account, according to Engadget, include name, zip code and payment details. Uber stores the data the same way as it would if provided through the app.

“We built 1-833-USE-UBER to expand access for anyone that prefers a little extra assistance when they want to use our services,” Uber said in a statement. “There’s always more to be done but this feature brings the convenience of live support to our matching technology so everyday customers get the ride they want.”

If the service sounds familiar it’s because it is: It’s exactly how taxis were and still can be booked for the better part of 100 years — until Uber came along and disrupted the business with its app-based bookings.

As Chris Smith at Trusted Reviews pointed out, “phoning a taxi? A revolutionary concept if there ever was one. Whatever next? Uber setting up ranks outside train stations in various parts of the world? An option to argue about the fee just for the sake of it?” That may be a little bit of a stretch, but it’s certainly an unexpected move for a company that has always claimed to be a “technology company” versus a next-gen taxi service.

Uber said it plans to expand the service elsewhere in the coming months.

Photo: Noelene D/Flickr