Twelve years after Google acquired Waze for \$1.3 billion, the once-popular navigation app appears to be losing momentum. While Google Maps continues to grow—now boasting nearly 2 billion users globally—Waze has seen a sharp decline, dropping to just 140 million users, down from a peak of around 540 million just a few years ago.
This growing disparity has prompted many to question whether Google is intentionally phasing Waze out in favor of consolidating its mapping ecosystem under Google Maps.
A Record-Breaking Acquisition That Changed Israeli Tech
In 2013, Waze made headlines when Google acquired the Israeli startup, marking the largest payout to employees in the country’s high-tech history. Each of Waze’s 100 employees reportedly received an average of \$1.2 million.
Co-founder Uri Levine has since reflected on the deal, stating in a 2023 Forbes article that Waze could have been worth significantly more had it been sold in 2021, when the platform had 10 times more users and 100 times more revenue than it did at the time of sale.
Despite its decline, Levine defended Waze’s relevance at the time, noting it had 650 million downloads and remained “the most loved and used navigation app” by many. However, he also acknowledged that some users found the app had lost its edge.
The Decline: Feature Overlap and User Confusion
Much of Waze’s appeal stemmed from its crowdsourced traffic and incident reporting, which set it apart from traditional navigation apps. But in recent years, Google Maps has adopted many of Waze’s hallmark features, such as real-time traffic alerts and hazard reporting, blurring the line between the two platforms.
This integration has led outlets like AutoEvolution to question the app’s continued relevance. Their analysis stated bluntly: “Waze no longer makes much sense,” adding that Google Maps now delivers a superior user experience by offering all of Waze’s best features without the “clutter.”
Similarly, Android Police emphasized that while Waze is still useful for quick overviews during commutes, Google Maps provides a richer, more versatile experience, including business listings, destination insights, and global mapping detail.
A Quiet Merger in Progress?
Although Google has not officially announced a merger, signs point to a gradual integration strategy. In 2023, Google began laying off Waze staff and incorporating the app’s core functionality into Google Maps’ infrastructure. Industry observers note that Waze has long been treated as an innovation lab within Google’s broader Geo division, with limited promotional support and declining investment.
In fact, reports from CTECH described Waze as the “stepchild” of Google’s mapping portfolio, noting that the app had been largely sidelined in favor of expanding Google Maps’ dominance.
Living on Borrowed Time
As of 2025, Waze ranks fourth among global navigation apps, while Google Maps sits firmly at number one. The data is stark: Google Maps commands more than 13 times Waze’s current user base. With such a vast lead, the continued existence of Waze as a standalone app is increasingly in question.
Experts suggest a full merger or discontinuation may be inevitable as Google consolidates its mapping services. While no formal decision has been announced, the writing on the wall is becoming harder to ignore.
Conclusion
What began as one of the most celebrated tech acquisitions of the 2010s may soon become a cautionary tale. While Waze revolutionized the way drivers navigated their routes through community-sourced updates, its future now appears uncertain. With Google Maps expanding, Waze shrinking, and user features converging, the journey may be nearing its final destination.
