Uber in Grand Rapids

Uber, a popular ridesharing service, announces it is launching Thursday in Grand Rapids. Customers can connect with drivers though the company's smartphone app for short trips across the city.

(Uber photo)

GRAND RAPIDS, MI — Registered Uber drivers and interested passengers finally can shift into drive after a month of waiting.

The popular ridesharing company says it is launching service at noon Thursday, allowing users to log onto Uber's smartphone app and connect with drivers for short trips across the city. Customers hail rides by selecting GPS-equipped vehicles on their phones and pay without using cash.

Uber also is rolling out service today in Flint, Kalamazoo and Lansing, too.

"By connecting riders and drivers, ... (Uber) delivers convenient, seamless, safe and reliable transportation choices for Michigan residents and visitors," Lauren Altmin, a company spokeswoman, said in an email.

Grand Rapids officials have stayed mum on the company's expansion plans since a job announcement was posted in June. Earlier this month, City Clerk Darlene O'Neal said the city had yet to form an opinion.

Ann Arbor officials, though, told Uber and a similar company to leave town. Despite cease and desist letters, leaders there say the companies continue unlawful operations while a possible deal is negotiated.

Taxicab companies have been the most unsure about these services and contend they don't play by the rules by which the taxi firms abide.

Karen Heyser, an owner of Calder City Taxi in Grand Rapids, told MLive and The Grand Rapids Press that it isn't fair her company and others pay up-front costs and annual fees for licensing and background checks through the Grand Rapids Police Department while Uber doesn't.

The company says it conducts its own driver background checks upon driver signup.

Andrew Krietz covers breaking, politics and transportation news for MLive | The Grand Rapids Press. Email him at akrietz@mlive.com or follow him on Twitter.