This study employs Habermas’ theory of communicative action to scrutinize the behavior of web service providers (WSPs) in both Web 2.0 and Web 3.0. In the first phase, we uncover the strategic nature of Web 2.0 WSPs. In the context of Web 3.0, we discern a shift towards a consensual, decentralized paradigm, with Web 3.0 WSPs predominantly facilitating participation and consensus-building. Acknowledging that Web 3.0 is in its infancy with a smaller user base compared to Web 2.0, we have applied Web 3.0 principles to derive our insights, offering an initial exploration into the intentions of Web 3.0 WSPs. While recognizing the study’s limitations, including the nascent stage of Web 3.0, this research lays the groundwork for understanding the evolving landscape of Web 3.0. This pioneering investigation, guided by Habermas’ communicative action theory, is poised to be a valuable resource for comprehending the dynamic terrain of Web 3.0.