Starting from 1st January 2012, Google intends to charge for excessive use of the Google Maps API on third-party websites. The Google Maps API enables advanced integration of the Google Maps service in to a website. Typically companies use the feature to provide customised map locations, street view and driving directions to their customers.

Google will begin charging sites that go beyond 25,000 loads per day, typically focusing on websites that form their core business around location services such as travel agents or travel review sites. Google is expected to charge between $4 and $10 for every 1,000 loads beyond this limit. Google Maps API product manager Thor Mitchell had this to say, "We understand that the introduction of these limits may be concerning, however, with the continued growth in adoption of the Maps API, we need to secure its long-term future by ensuring that even when used by the highest-volume for-profit sites, the service remains viable."