New York (CNN Business) Uber now lets women drivers in the Kingdom of Saudi Arabia opt to pick up women passengers.

is part of a broader push by Uber to cater to women drivers in the region. Saudi Arabia ended its ban on The company announced the new feature, called Women Preferred View, this week after months of local research into the preferences and concerns of women drivers in the region, according to the company. The effortis part of a broader push by Uber to cater to women drivers in the region. Saudi Arabia ended its ban on all women driving in the region last June.

Saudi Arabia places many restrictions on women and bans the mixing of sexes at public events, but some of its constraints have been eased in recent years. In June, Uber rolled out a registration portal for Saudi women to learn more about its initiatives for women in the country.

Uber said it conducted a recent study that found the majority of prospective women drivers were only interested in driving women riders.

"This newly introduced feature will open new doors and opportunities for women as Uber driver-partners, while being conscientious of local cultural norms," said Abdellatif Waked, general manager of Uber Middle East and North Africa, in the company's announcement about the feature.

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