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GRAND RAPIDS, Mich. (WZZM) -- Transportation company Uber launched its service in four Michigan cities at noon Thursday.

Chris Koens, a freelance graphic designer, was one of the first riders to take advantage of the service in Grand Rapids. Koens uses the service when he travels elsewhere and has been wanting it to come to Grand Rapids.

Service launched in Grand Rapids, Flint, Kalamazoo, and Lansing.

The company says its lowest-cost option, uberX, delivers "convenient, seamless, safe and reliable transportation choices for Michigan residents and visitors."

Customers use an app to line up rides from Uber drivers. The service has proven popular with customers in markets that already have service, although taxi companies have complained that it bypasses the regulatory environment and thereby competes unfairly. Some have also expressed concerns that Uber doesn't do enough to make sure customers are safe with its drivers.

Drivers wanted: https://partners.uber.com/drive/

RELATED: Passengers flock to non-traditional car services

Learn more about Uber at the company's website.

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