I have used Hertz & Dollar for years--mostly Dollar in past 10 years. I had not rented a car with either them, though, for past 3 years until about a month ago.
I rented from Dollar, as before. About 2 days before my reservation, I received a text message asking me to "check in" for my reservation. The message said it was from Hertz (causing me confusion, as I had not rented from Hertz and did not realize Dollar is part of Hertz). I was busy at the time, so put it off until about a couple of hours before the reservation.
This online check-in process involved scanning my driver license and taking a selfie photo to be submitted over the Internet.
There were messages saying that this was not required, that it was possible to opt out (eg for privacy reasons) and verify my identity a different way. But each time I tried to opt out/cancel the check in process, I would be told that my reservation would be canceled. So I went through with the process.

When I arrived to pick up the car, I was told the reservation had not been completed, so I would have to go to the regular desk and wait in the line (No Dollar Express for you!).

When I asked the agent at the desk what was going on with the check in and why it wouldn't let me opt out & verify a different way, she had not idea what I was talking about. She had not heard about the online check in.

I now have a pending reservation with Thrifty (just signed up as a member last week), which is part of the Hertz/Dollar/Thrifty corporate family. I have received a similar "it's time to check in" text message for the Thrifty reservation.

Anybody know when they started to roll this out? And why they're doing it? And what options there are to opt out & verify your identity some other way without the reservation being canceled (or having to wait in the line, defeating the purpose of express rental car pickups)?