You'll soon be able to request an Uber ride via other apps

Next time you request an Uber ride, you might not even have to use the Uber app.

The controversial on-demand car service has introduced a feature that will allow developers to embed Uber within other apps. This means you could be reading a restaurant review in one app, and then request an Uber car to take you there — without ever leaving the original app.

Uber launched its API in August to open up the service to third-party developers, but the capabilities were limited then, only allowing developers to send address destinations to Uber or view ride histories. Now, the updated API includes a feature called "Request endpoint," which incorporates the full Uber experience into existing apps. It also opens up more possibilities around how people can use Uber the future.

"Putting this power in the hands of developers has our imaginations running wild," the company said in a blog post. "Should an Uber be waiting immediately after your last meeting of the day? Will someone create a way to request a car with just a simple SMS? We have no idea what you might build, but we cannot wait to find out."

While Uber is already working with companies such as Starbucks, United, OpenTable, TimeOut and TripAdvisor as a part of an affiliate program, the latest news opens up the service to all brands and their apps.

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