The app-based passenger service has saturated social media in recent days, advertising for drivers.

The company failed to respond to Bendigo Advertiser inquiries on Wednesday, but it is understood meetings for potential drivers will be held in Bendigo on July 10 and 24.

Bendigo Taxis manager Colin Wells said he was aware of Uber’s advances and welcomed the competition.

“We see competition as a good thing,” Mr Wells said.

“You only have to look at car yards, they build next to each other as it benefits competition.

“The only thing that we ask for is a level playing field and that they (Uber) are regulated in the same way the taxi industry is.”

Uber allows commuters to use a smartphone app to book private charter vehicles, after providing personal information such as credit card details.

No cash is exchanged, with fares automatically charged to a passenger’s credit card at the end of the trip.

The service began in San Francisco in 2009 and has rapidly spread to nearly 200 cities worldwide, including Melbourne and Geelong.

Mr Wells, who manages Bendigo Taxis’ fleet of 47 cabs and 150 drivers, said he was less concerned about Uber than he was about other – sometimes illegal - ride-share operators in Bendigo”.

“There’s a few who operate on Facebook and the like,” he said.

“Basically people will turn up and take you home for $10 or $20, or whatever the fee is.

“From a safety aspect you don’t whose car you are getting into, or who is getting into your car.”

Uber requests all media inquiries be made online.

According to its website, potential drivers must be 21 years old, with a licence and have personal car insurance and drive a mid-size or full-size four door vehicle, of excellent condition.

Mr Wells said Bendigo Taxis had an 80 per cent retention rate and was confident taxis would remain the preferred option over Uber.

He said he would discourage his drivers from attending the rival’s driver registration meetings.

“There is nothing to be gained from it – we don’t want to get in a stoush,” he said.

“We don’t want to stifle competition, it’s not what we are about.

“We have a massively loyal following – that doesn’t happen by accident. We have nothing to fear.”