Waze is seeking more than $1 billion and is fielding expressions of interest from multiple parties, said Bloomberg, citing a source.
Other media have reported that Facebook Inc has held talks to buy Waze for as much as $1 billion.
Google and other parties approached Waze after the Facebook talks became public but none of the bidders are close to clinching a deal, Bloomberg said, adding that the start-up might decide to remain independent.
Waze could not immediately be reached for comment. Google did not immediately respond to requests for comment.
Waze uses satellite signals from members' smartphones to generate maps and traffic data, which it then shares with other users, offering real-time traffic info. - Reuters