The platform distinguishes itself by replacing the standard commission cut—which typically takes a percentage of every fare—with a small, fixed fee. According to founder and CEO Kay Woo, this structure is designed to address driver frustration over shrinking earnings while simultaneously stabilizing surge pricing for riders. The model has already been tested in Denver, where TADA served as a technology partner for the local drivers' cooperative.
Ride-Hailing Startup throo Challenges NYC Market with Zero-Commission Model
More than 50,000 drivers have already signed up for throo, a new ride-hailing platform launching in New York City that bypasses traditional percentage-based commissions. Backed by Singapore-based mobility firm TADA, the service aims to disrupt the local market by charging drivers a flat fee per ride to lower costs for passengers.
Beyond traditional consumer bookings, the company is preparing for the rise of the agentic economy. An integrated API allows AI agents to request and pay for rides autonomously. Because the platform does not skim a percentage from fares, these automated requests serve as a direct revenue stream for drivers rather than a competing service. The app is available on iOS and Android, with the company currently running referral incentives across all five boroughs to build its initial user base.
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