In October 2010, the San Francisco Municipal Transportation Agency served UberCab with a cease and desist order, warning that they were in breach of regulations in the city and could face significant fines if they continued to operate as a taxicab company without appropriate permits. Kalanick directed the company to ignore the order and continue operating, but changed the company's name from UberCab to Uber to prevent it from being accused of falsely advertising itself as a taxi company.
