Systems and methods of limiting wireless discovery range are described. A transmitting device may limit wireless discovery range by adjusting one or more transmission attributes of a discovery message, measuring inter-device distance based on range determination messages, or any combination thereof. A receiving device may limit wireless discovery range based on one or more attributes of a received discovery message, measuring inter-device distance based on range determination messages, or any combination thereof. Discovery messages may include a range adaptation bit indicating whether range adaptation is to be performed.