Japanese information technology firm DeNA Co. has launched a free taxi service in Tokyo for users of the company’s taxi-calling application for smartphones and other devices.

The “¥0 taxi” project is actually free of charge, and the taxi fares are covered by the sale of advertising space on each of the 50 taxis affiliated with DeNA.

The taxi service started in Tokyo on Wednesday, December 5, 2018. It is available to those who call a taxi via the app from locations in central Tokyo, such as Chiyoda Ward, and the destination must be inside Tokyo’s 23 wards. The service is available from 7 a.m. to 10 p.m.

The taxi app is provided by DN Corporation.

The free service is part of DeNA's "PROJECT MOV" project, which will evolve from a two-person model matching passengers and transportation operators to a "multi-person matching model" involving enterprises and others.

In addition, "PROJECT MOV" is planning to allow passengers choose the type of their vehicle.

The first sponsor is Nissin Food Products Co., whose ads will support the service until the end of December.