PasaHero turns jeepneys into QR ad platforms

By Almira Louise S. Martinez, Reporter

PASAHERO PASSENGER, a commuter reward app, is helping jeepney drivers generate additional income through quick response (QR) code advertising as fuel prices continue to climb.

“We can’t control gas prices; the only thing we can control is whether we can help them earn additional revenue,” PasaHero founder Michael “Micray” Gonzalez told BusinessWorld.

The platform links advertisements to QR codes posted inside jeepneys, which commuters can scan during trips. Drivers, operators and cooperatives get as much as 20% of the ad revenue, Mr. Gonzalez said.

“We’re trying to connect modern technology with public transportation and help jeepney drivers earn more through advertising,” he said via Zoom.

The initiative comes as surging fuel costs due to the Iran war erode drivers’ earnings. Jeepney drivers are losing about P400 to P500 from an average daily income of P800 due to successive oil price increases, according to transport group Manibela.

Fuel prices rose further this week as oil companies announced a P12.50‑a‑liter hike in diesel and a P2.50 increase in gasoline, adding pressure on public transport operators amid the escalating conflict in the Middle East.

Under PasaHero’s model, drivers do not need to change their routes or routines to earn additional income.

“For this to work, the business model has to be simple,” Mr. Gonzalez said. “If the app is complicated, you lose the attention of drivers, operators and passengers.”

He said the platform has the potential to significantly supplement incomes. “With the right advertisers, we don’t see why a jeepney driver’s earnings can’t double or triple,” he added.

Commuters also benefit by earning points each time they scan a QR code. These points can be redeemed for rewards or discounts at partner establishments, including fastfood chains such as McDonald’s.

“It’s similar to frequent-flyer miles or credit card rewards,” Mr. Gonzalez said. “Commuters are willing to participate if it helps them reduce expenses.”

The app posted a 15% increase in users at the Market‑Market terminal in Taguig City following recent fuel hikes, as more workers shift to public transport to cut costs, he said.

PasaHero works with about 2,500 jeepney drivers in Makati, Taguig and Alabang in Muntinlupa, and is targeting 10,000 partnerships by mid-year. The company also plans to expand to Cebu City and Davao.

“If we can show that the ecosystem helps communities and drivers, adoption across the rest of the country will follow,” Mr. Gonzalez said.