Cab Guru Limited created an app that allowed customers to compare taxi fares and pickup times and book the most appropriate taxi. Cab Guru Limited promoted this app with unlawful direct marketing texts (a total of 706,650 messages were sent), inviting customers from taxi firms that had invested in the new scheme.

Mobile phone industry body GSMA received 165 complaints between 27 May and 5 June 2016 concerning the unsolicited texts. The ICO found that Cab Guru Limited was in breach of the Data Protection Act 1998 and in serious contravention of regulation 22 of the Privacy and Electronic Communications (EC Directive) Regulations 2003 (SI 2003/2426).