Distance and object based external notification system for automated hailing service is described. An autonomous vehicle (AV) can include a processor configured to execute instructions stored on a non-transitory computer readable medium to detect, based on sensor information, an object within the AV; determine that the object belongs to a recent occupant of the AV; and, in response to the determining that the object belongs to the recent occupant of the AV, select, based on a proximity of the recent occupant to the AV, a notification modality for sending a message to the recent occupant regarding the object; and send the message using the notification modality.