An apparatus and method for controlling a transmission timing of push messages in a system that provides a location-based push service. An electronic device transfers its own network information to a push server when connecting to the push server. The push server classifies electronic devices based on network information. At startup, the push server divides the electronic devices classified based on the network information into a plurality of groups, each including a predetermined number of electronic devices, and transmits push messages per unit of the groups. The push server measures a response time period taken to receive acknowledge messages in response to the push messages in a group, and adjust a waiting time for correcting a transmission time of push messages based on the response time period. The push server transmits push messages to electronic devices of the next group based on the adjusted waiting time.