(Bloomberg) — Lyft Inc.'s pink mustaches got the green light in New York City.
The ride-sharing service, which is vying with Uber Technologies Inc. for customers hailing rides via smartphone applications, reached an agreement with the city to begin operating in all five boroughs tonight, the company said in a statement on its blog today.
Uber, Lyft and other car-booking companies are seeking to crack open the U.S. taxi and limousine market, estimated to be an $11 billion industry, according to IbisWorld Research. Lyft, which uses fuzzy pink mustaches to identify its cars, put its New York debut on hold two weeks ago, after city and state authorities said the company hadn't complied with regulations. Limited services will start, with a full rollout in the coming weeks, San Francisco-based Lyft said.
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