A Middlesbrough minicab firm has introduced surge pricing in an attempt to encourage more private hire drivers to join and work peak hours.
Boro Taxis has issued a statement via its Facebook page informing potential customers of its change in pricing.
The company said: 'We are introducing surge pricing on our fares during peak periods.
Surge pricing ONLY applies when delays exceed 20 minutes or more in the area where you book your taxi - not everywhere.
'This change has been implemented due to the increasing shortage of drivers in the region overall, and at peak periods, surge pricing will help encourage more drivers to work, enabling us to meet customer demand.
'100% of these surge charges will go to our drivers for working during these busier periods.
'At the time of booking, you will be advised if surge pricing is in force and the revised price and you will have the option to book or wait until surge pricing has ended. The choice is yours.
'Boro Taxis continue to be one of the cheapest in the UK & our taxi fares are still cheaper than those approved by local councils who allow taxis to inflate their charges depending on the time of the day, every day.'
The decision to introduce surge pricing has not gone down well though, with many people airing their disapproval on the social media platform.
One user said: "That's Uber pricing. But we're in Thornaby, not London."
The post which was published today has been tagged with a number of very angry emoji faces, but the company confirmed that the surging is coming into play immediately.
Image credit: Google street view