We just returned from Negril last night. For a chartered taxi, the going rate for the deep West End to anywhere on the beach (or vice versa) for 2 passengers seemed to be ~$800J. A couple drivers insisted on $1000, and would not budge (usually the guys in nice cars or vans). Was the $1500.00 quote for Bloody Bay to the West End? Some drivers add on an a few extra dollars to go the extra mile to the AIs.

You are correct that you should always use red plate taxis (white plates are not taxis, just private vehicles). If a restaurant offers pickup/return and they send a white plate vehicle, it is probably one their employees who may be driving a car owned by the resort (or may be driving his own car). It is up to your discretion whether or not you want to take that ride.