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Large cities around the globe are facing an alarming growth in traffic congestion, to which a significant contributor are the private cabs operated by ride-hailing platforms. Pooled transportation options such as shuttle services are cheaper and greener alternatives but are still new to many customers and policy makers. In this work, we build a structural model to study customers’ preferences on prices and service features when choosing between private taxis and a scheduled shuttle service. Using the estimated model, we evaluate the efficacy of congestion surcharge policies in reducing congestion on the road. We find that a 20% congestion surcharge leads to 4% of customers switching from the cab to the shuttle service. We show that providing a 20% discount on shuttle rides achieves one-fourth of this effect. We also compare the efficacy of these policies with policies that reduce inconveniences associated …