Microsoft to Shut Down Bing Search APIs in 2025, Larger Customers Unaffected Microsoft is set to retire its Bing Search APIs on August 11, 2025, a move that will impact many developers and services that have historically relied on Bing's data feed. The announcement, described as "terse" by one report , signals a strategic shift for Microsoft, focusing away from providing raw search results data to a broad range of third parties and towards other priorities, potentially including its burgeoning AI and chatbot initiatives . The Bing Search APIs have long served as a crucial tool for developers, particularly those building niche search engines or applications that require access to web search results. They allowed third parties to integrate Bing's search capabilities into their own platforms, fostering a degree of competition and diversity in the search landscape . However, reports indicate that the service had become less favorable to smaller developers in recent years due to fee increases and restrictions on its use . Who is Affected by the Shutdown? According to sources familiar with the situation, the shutdown primarily targets the "self-serve version" of the Bing Search APIs . This suggests that smaller developers and those without significant, long-term contracts with Microsoft are the ones who will lose access come August 2025 . These developers will need to find alternative sources for search data or pivot their services entirely. The decision to cut off less profitable users sooner aligns with a business strategy focused on maximizing return on investment and directing resources towards more strategic areas . While potentially disruptive for smaller players, it allows Microsoft to streamline its API offerings and support infrastructure. Who Retains Access? Crucially, the shutdown does not apply universally. Reports confirm that the "largest customers" of the Bing APIs will retain their access beyond the August 11, 2025, date . These are typically companies that have "inked private and long-term deals" with Microsoft . One prominent example of a customer that will remain unaffected is the privacy-focused search engine DuckDuckGo. A spokesperson for DuckDuckGo confirmed to WIRED that they will retain access, stating that Microsoft is "retiring the self-serve version" . This highlights that established partnerships and significant business relationships provide a level of insulation from this change. Brave, another company utilizing Bing data, also understands that companies with private, long-term deals will maintain access . This distinction means that while the public-facing or smaller-scale API access is being discontinued, Microsoft is maintaining support for key partners who likely represent a significant portion of the API's revenue or strategic value. Why is Microsoft Making This Change? While Microsoft's official announcement on the Azure Updates site was brief , industry analysis points to several potential reasons for the decision: Strategic Shift to Chatbots and AI: Microsoft has heavily invested in AI and conversational technologies, integrating them into Bing and other products. Shifting focus away from traditional raw search data APIs could be part of a broader strategy to prioritize these newer technologies and their associated APIs or services . Profitability and Resource Allocation: Supporting a wide range of API users, especially smaller ones, can be resource-intensive with potentially lower profit margins compared to large enterprise deals or new AI services. By retiring the less profitable, self-serve tier, Microsoft can reallocate resources . Control Over Data Usage: As the search landscape evolves, particularly with the integration of AI, Microsoft may seek greater control over how its search data is accessed and utilized by third parties, preferring curated partnerships over broad public access. This move is seen by some as a reflection of Microsoft's evolving priorities in the competitive search and AI market . Impact on the Industry The retirement of the public Bing Search APIs will force affected developers and services to seek alternatives. This could involve integrating with other search providers (though options are limited), developing their own indexing capabilities (a significant undertaking), or changing their service model . For the larger customers who retain access, the situation is stable for now. However, the shutdown of the public API could still raise concerns among these "big spenders" about the long-term reliability of relying solely on Microsoft for search data . This uncertainty might prompt them to "accelerate their internal efforts to develop alternatives" as a contingency . The situation also touches upon the broader dynamics of the search market. While Bing is often seen as a distant second to Google, it plays a vital role in powering other services like DuckDuckGo . Microsoft's decision, while not a full shutdown of Bing itself , impacts the ecosystem that relies on its data. Conclusion Microsoft's plan to shut down the public Bing Search APIs on August 11, 2025, marks a significant change for the developers and services that have utilized this tool. While large customers with private agreements, such as DuckDuckGo, will remain unaffected, smaller developers relying on the self-serve API will need to find new solutions. This move appears to be driven by Microsoft's strategic shift towards AI and chatbots, as well as a focus on supporting its most profitable partnerships. The decision highlights the challenges faced by third-party services dependent on major tech platforms and may encourage greater diversification or internal development efforts within the industry .
