A vehicle computing system includes a processor programmed and configured to establish communication with a wireless device brought into proximity of a vehicle. The processor may use the wireless device to receive an identifier from a vehicle rental administrative system. The identifier is configured with the processor to activate a vehicle during a prescribed rental period. The processor may receive user input to activate the vehicle for a rental period. The processor may compare the user input to the received identifier and enable a keyless drive-away of the vehicle if the user input corresponds to the identifier.