A wireless power transfer system includes a power transmitter (101) arranged to provide a power transfer to a power receiver (105) via a wireless inductive power transfer signal where the power transfer signal is provided in a power time interval of a repeating power transfer signal time frame. The time frame furthermore comprises a reduced power time interval. An apparatus (typically being the power receiver (105) or the power transmitter (101)) comprises a short range communication unit (305, 405) arranged to communicate data messages with a second entity (which is the complementary unit, i.e. either the power transmitter (101)) or the power receiver (105)) using short range communication. The short range communication has a range not exceeding 20 cm. The apparatus further comprises a synchronization unit (309, 409) arranged to synchronize the short range communication to the power transfer signal time frame such that short range communication is restricted to the reduced power time intervals. The communication may specifically be NFC communication.