Uber just made it so any app can request a ride for you.

Today the company updated its API, introducing a feature called “Request endpoints.” Ignoring the technical jargon detailed here, the feature enables third-party apps to “incorporate the entire Uber experience” inside their apps.

This is a pretty big deal for the cash-laden car service, which first released its API back in August, but only allowed developers to do stuff like send destination addresses to the Uber app, view trip history, and estimate pickup times.

For app developers, Uber’s pitch is simple. If you already run an app that’s used by travelers, offering Uber rides inside your app could make these users stick around a little longer. Also, Uber has an affiliate program.

For Uber, this is a great marketing campaign, and could eventually transform the company into the pipes that other services use to move people and products around. Fancy, huh?

To win over app developers, Uber is hosting an online hackathon judged solely by Uber managers and engineers. First prize is a meeting with Travis.

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