A method, apparatus, computer program product and system are provided for providing mobile services via a scalable location-based publication/subscription comprising a subscription system. In this regard, a method is provided that includes receiving at least one subscription comprising a subscription area and at least one publication comprising a publication location. The method further includes determining a geohash representation of the subscription area and determining whether the at least one publication matches the at least one subscription based at least on the publication location and the geohash representation of the representation of the subscription area. The method further includes causing content associated with the at least one publication to be transmitted in an instance in which the at least one publication matches the at least one subscription.