They've been offering this as a free database download for a while. Looks like what's new is offering it as a free API too. But the database download is more efficient, more reliable, and doesn't require providing IPs to a third party; so one might want to stick with that.
Unlimited free seems great!
I'm also building an IP Geolocation service with a generously free tier. I focus on DX and simplicity: <a href="https://ip-sonar.com" rel="nofollow">https://ip-sonar.com</a> - still in build phase, but the API is working.
If you need more than country level data, these folks become very expensive very quickly.<p>Many providers are orders of magnitude cheaper. I run one of them - <a href="https://iplocate.io" rel="nofollow">https://iplocate.io</a> - but there are plenty of other high quality and affordable services.