Embodiments of the present specification provide a service recommendation method, apparatus, and device. During operation, the system obtains, based on historic information associated with a target user, a user feature and a service-usage feature of the target user for a service; determines a service recommendation scheme by inputting the user feature, the service-usage features, and a service feature of the service into a machine-learning model for recommending services; and recommends a service to the target user based on the determined service recommendation scheme.