The present disclosure includes systems and techniques relating to broadcast and multicast in a wireless communication system. In some implementations, an announcement frame indicating a broadcast or multicast service period to multiple second wireless devices is transmitted by a first wireless device. The announcement frame indicates (i) an end time of the broadcast or multicast service period and (ii) an order of a sequence of frames to be directed to the multiple second wireless devices. Each of the sequence of frames is transmitted at the first wireless device using a directional antenna pattern to a respective one of the multiple second wireless devices, according to the order of the sequence of frames indicated in the announcement frame. An acknowledgement frame in response to the each of the sequence of frames is received at the first wireless device from the respective one of the multiple second wireless devices.