Uber is launching a new feature for developers called Uber Trip Experiences, which it said will connect passengers “with their favourite apps at the start of a trip when they may have some time to spare”.

The move follows Uber opening up its API to developers globally around a year ago, which helped companies like StubHub, United Airlines and Facebook integrate Uber features into their apps.

Examples of what developers could do with the new feature include creating a 10 minute playlist for a 10 minute ride, a five minute news update for a five minute trip, or giving riders insights and offers regarding their destination.

Uber recommends that developers consider which promotion feature best suits their app, be it in-app notifications, email marketing campaign or another technique.

And users will need to give permissions for apps to connect with Uber, and can turn off the feature on an app-by-app basis.

“This is the biggest update to the Uber API since the release of our ride request API in March 2015,” it said in a blog post.