Dynamic pricing, a method employed by ride-hailing applications like Uber and 99 to set fare rates, is causing unease among users due to its unpredictable nature. Prices can fluctuate within minutes, a practice these companies defend as a necessary response to heightened demand. However, experts criticize the opacity of this pricing model, indicating that consumers lack access to the data that informs the final fare. This raises questions about fairness and consumer rights in the gig economy.

The dynamic pricing algorithm incorporates numerous factors, including weather conditions, traffic patterns, unusual events, and even the individual app history of passengers. According to the companies, artificial intelligence drives this algorithm, calculating a real-time maximum fare that it believes the user is willing to pay at that moment. This approach attempts to balance supply and demand, but it also has the potential to lead to exorbitant prices in certain situations, particularly during peak hours or adverse weather events.

As Uber and 99, the two largest players in Brazil's ride-hailing market, continue to rely on this pricing strategy, the scrutiny from users and advocacy groups seems likely to grow. Calls for greater transparency and consumer options are becoming more prevalent, highlighting the need for balance between business practices and consumer protection in the ride-hailing industry. This situation exemplifies broader themes of fairness in pricing and the ethical implications of algorithmic decision-making in modern economic practices.