Location-based services are provided in a communication system comprising at least a portion of at least one wireless network. In one aspect of the invention, profile information is obtained for users associated with respective mobile user devices, and location information is obtained for the mobile user devices. At least one message is controllably delivered to a given one of the mobile user devices based on the location information and the profile information. The location information is obtained for respective ones of the mobile user devices responsive to location determinations initiated by those devices.