Starting in September 2025, Google Maps will eliminate its little-known but handy “follow” feature, quietly ending one of the app’s more social elements. Though not everyone knew it existed, millions of active users relied on this feature to follow Local Guides and keep track of their favourite restaurants, hidden gems, and recommendations.
What exactly is going away?
Launched a few years ago, the follower function allowed users to subscribe to their favourite Local Guides. This created a personalised feed, much like Instagram or Twitter, displaying the latest finds, reviews, and local spots recommended by trusted sources.
Google has confirmed the change on its support page, clarifying that after September, users will no longer be able to follow new profiles or manage existing followers. The entire follow system—including your lists of followers and people you follow—will be deleted automatically and permanently.
How to keep your lists before they vanish
Want to save your carefully curated follower list or the names of contributors whose tips you love? Google suggests taking a screenshot of these details before the feature is retired. While public profiles will remain visible, the personalised, community-driven element of a tailored feed will disappear.
Why remove something useful?
While many regular users might not even realise this feature existed, it was particularly valued by dedicated Local Guides who built trust and engagement around their recommendations. Yet Google never truly highlighted the follow function, keeping it somewhat hidden and underused. Perhaps the cost of maintaining this niche social component outweighed its benefits.
What stays and what goes?
Despite removing the follow feature, Google Maps still maintains its other community-focused elements:
- Public profiles remain accessible
- Local Guides program continues unchanged
- Shared lists and reviews are still available, but no longer tied to a follower system
This change, though minor for most, reflects Google’s broader strategy: trust algorithms, not individuals, to surface recommendations and shape our experiences.
For fans of the feature, it’s a small loss. For everyone else, it’s another subtle reminder that our maps—and our discoveries—are increasingly guided by tech rather than human connections.
