According to lawyers consulted by The Information, this revelation could have legal consequences for Uber, leaving the firm open to federal and state claims of “breach of contract” and “unfair business practices.” A spokesperson for Lyft told the publication: "We are in a competitive industry. However, if true, these allegations are very concerning." At the time of writing, Uber had not responded to a request for comment from The Verge.
The “Hell” software was reportedly developed by Uber’s competitive intelligence group (known as COIN) and got its name as a parallel of Uber’s “Heaven” or “God View” mode — which is used to track the company’s own drivers. According to The Information, Uber created fake Lyft rider accounts and spoofed their location, letting the company gather data on where drivers were available. Over time, the company also found a way to track individual Lyft drivers, and was able to cross-reference their movements to find out if they also worked for Uber. The company then targeted them with special bonuses, encouraging them to drive exclusively for Uber. The software was discontinued in early 2016.
The report is only the latest trouble for the once-unstoppable startup. In recent months, Uber has been sued by Alphabet’s Waymo for allegedly stealing self-driving car secrets; lost a court battle in the UK over language requirements for drivers; been caught lying over mistakes made by its autonomous cars; and faced widespread criticism over its toxic, misogynist, and sexist workplace. The company is currently in full damage-control mode, with CEO Travis Kalanick promising changes and a new direction. This revelation of secret “Hell” software — and the possibility of lawsuits issued by a rival sensing blood — only add to the company’s challenges ahead.
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