The ride-hailing app Uber, has launched a 24-hour hotline for drivers and customers. This is the latest attempt by the San Francisco startup to save face after its license revocation by Transport for London (TfL) last year.

TfL had ruled Uber not “fit and proper” to operate in London after the regulator questioned the company’s approach to safety and regulation. Uber failed to report security incidences to police and did not carry out sufficient background checks on its drivers.

Uber had initially declined to introduce a hotline but later decided to establish one as one of its major negotiating tactics for its license to be reinstated.

Passengers and driver will now be able to reach an Uber representative on phone 24 hours a day, 7 days a week. The hotline can be used to report low-level incidences like lost property and wrongly calculated cancellation fees.

Passengers are however encouraged to still call police on 999 for serious incidences and call 101 for non-emergency situations.

Other changes that Uber has recently introduced include reporting serious incidences to the Metropolitan Police, introducing insurance cover for drivers and adopting driver hour limits.

Uber's UK general manager Tom Elvidge said: “Our new 24/7 phone line is the latest in a series of improvements we’re making for both passengers and drivers. This follows the new app we’ve introduced for drivers, as well sickness, injury, maternity and paternity protections. We always want to offer the best possible service so we’re going to keep listening to customers and make further changes based on their feedback.”

The hotline will serve 5million regular users and 60,000 licensed drivers.

By Airport Pickups London