Pink Ladies is the UK's first women-only private car hire franchise - geared towards women who feel safer taking a taxi driven by a woman.
Booking is done over the phone, and a text message is sent to the customer to let her know the vehicle is approaching, which means she doesn't have to wait outside.
Drivers are trained in self-defense and will wait outside a customer's home after a drop-off to ensure she gets in.
Source
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