COUNCIL APPROVES LICENCE: Ride-hailing giant Uber gets green light to operate across Wiltshire
- Perry Richardson
- Mar 14
- 2 min read
Ride-hailing platform Uber has been granted an operator licence in Wiltshire, marking the company’s formal entry into the county’s taxi and private hire market as local authorities seek to improve passenger transport availability.
Wiltshire Council confirmed that an application from Uber to operate in the area has been processed and approved, making the company a licensed private hire operator within the county. Officials indicated that the arrival of the app-based firm could help drive improvements in service levels for residents.
The approval was detailed in a transport update presented to the council’s Environment Select Committee, which also highlighted wider trends affecting the local taxi trade. According to the report, officials believe Uber’s presence may help strengthen competition and potentially provide a better service for passengers across Wiltshire.
The development comes as the county’s licensed taxi workforce has been shrinking since the pandemic. Figures presented in the report show the number of licensed drivers has fallen by 218 since April 2020, representing a 21% reduction. By the end of December 2025, the council had 826 licensed drivers, a slight decline from the previous month following data reviews and several licence surrenders.
Ride-hailing platform approved to operate in county as taxi driver numbers decline and councils seek improved service levels.
Vehicle numbers have also declined over the same period. At the end of 2025 the council licensed 841 taxis and private hire vehicles, compared with 917 vehicles at the time of the first COVID-19 lockdown. Council officers indicated that shifting travel patterns, reduced high street footfall and a weaker night-time economy mean the sector is unlikely to return to its pre-pandemic size.
The council noted that taxis remain a crucial part of the wider passenger transport network, particularly for school transport provision where they often supplement other contracted services. A continued reduction in available vehicles could therefore have implications beyond the commercial taxi market.
Uber’s entry into Wiltshire may alter the competitive landscape for existing operators and drivers, particularly in towns where traditional taxi availability has tightened. The company’s digital booking model and flexible driver recruitment approach have historically enabled rapid scaling in new markets, although the extent of its operational footprint in Wiltshire has not yet been detailed.
The licensing update forms part of a wider council review of taxi policy and standards. Officials are also examining potential changes to vehicle licensing rules in response to national environmental policy, including the possibility of replacing age-based limits with emissions-based criteria as local authorities prepare for future air quality requirements.
