The booking is expected to take place in coming days and is a recognition of how the co-op has grown since integrating an automated booking system.

Amidst increasing competition and the COVID-19 pandemic, president Robert Plummer said surprising their three-millionth customer was a nice way to reflect.

"It's a milestone - in 12 years, that's about 300,000 jobs a year," he said.

"COVID was thrown in, so it's a bit of an achievement, and we'd like to give something back.

"We want to let the community know that we appreciate their business."

Administration and on-boarding co-ordinator Jackie Surman said this time last year was difficult, with there being little public movement and some drivers choosing not to work due to their health.

"During the start of COVID, it was probably down about 75 per cent," she said.

"It was very uncertain at that time.

"In November, bookings started to pick up and in December we were pretty much back to normal."

Mr Plummer said taxi drivers were among those hit hardest by the border closures.

"We were essential workers, so we could travel over and back, but if someone was travelling, they'd have to have a reason and a permit," he said.

"Once or twice, taxis did get turned around because passengers didn't have the correct paperwork.

"Also, you'd have to allow for the waiting time with cars lined up, but it's lost time for the driver.

"They don't realise Albury-Wodonga is like one city."

Mr Plummer has seen the region grow rapidly.

"I bought a taxi about 40 years ago, but I drove them part-time back in the '70s," he said.

"Before that, we ran a manual base with a two-way radio. It was open 24 hours, Friday and Saturday nights, and other nights it switched over to the drivers.

"A driver would be rostered on to do the early-morning and late-night bookings."

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Since Albury Taxis moved to the computerised Smartmove system, which involves a call centre in Hobart automatically dispatching to available cars, efficiency has grown.

But Mr Plummer believed the population was not growing fast enough for the number of providers in his industry.

"Where once it was 30 cabs in Albury and 20 in Wodonga, now there's probably 15 cabs on top of ours that have come in the last few years, plus a few Uber cars," he said.

"I'd like to thank all our customers for their support and keeping us number one - we endeavour to always do the right thing."

Albury Taxis celebrated 60 years last year.

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