Disclosed herein are an apparatus and method for providing a customized traffic guidance service. The method may include acquiring data about one or more nearby objects, detecting surrounding traffic conditions based on the data about the nearby objects, determining whether to provide a customized traffic guidance service, selecting one or more target objects to which the customized traffic guidance service is to be provided and guidance information to be provided to each of the target objects, generating a customized traffic guidance message for the selected guidance information, and transmitting the customized traffic guidance message to the corresponding target object.