Mobile phone utilisation is changing from basic communication features and location-based services (LBS) has become an important feature. In developing countries such as Malaysia, the development and implementation of LBS can be important for the public since an LBS does not only boost individual decision making, but also supports the business functionality depending on its operation policy. We conducted a research to investigate users' expectation and intention to use the LBS. Developing the work based on Unified Theory of Acceptance and Use of Technology (UTAUT). The findings show the roles of effort expectancy and social influence in predicting the intention to use of LBS.