Uber lets users hail a kitten on National Cat Day

The ride-hailing service has expanded the image-softening initiative to more cities in its third year.

If you thought National Cat Day couldn’t get any more purrrfect, think again.

Uber is giving customers the chance to have kittens delivered to their home or office for a short snuggle session.

The company is making the on-demand kitten-delivery service, which it launched in three locations in 2013, available in 55 cities on Thursday from 11 am to 3 pm, said Uber spokeswoman Sarah Maxwell, who is leading communications for the effort. The ride-hailing service is handing comms for the initiative in-house.

After paying $30 for 15 minutes of feline playtime, consumers can adopt a kitten, which is the program’s main goal, she added. Last year, Uber raised more than $17,000 for participating animal shelters.

With the program taking place in more cities this Thursday, Maxwell said Uber employees "hope some kittens find their forever homes."

The company sent dedicated riders an email this week about how to request kittens, and it tweeted about the service on Wednesday with the hashtag #UberKITTENS to build anticipation.

Uber is using its online newsroom to help customers keep up with the campaign, as well.

Animal welfare organizations were also spreading the word about the campaign on Thursday, including the Humane Society of Indianapolis, which brought kittens to the newsroom of the local Fox affiliate.

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