This disclosure describes systems, methods, and devices related to wake-up radio (WUR) advertisement channels. A device may include a wake-up receiver (WURx) and a primary connectivity radio. The device may determine a wake-up radio (WUR) discovery subchannel for WUR advertisement. The WUR discovery subchannel may be associated with a channel of a frequency band. The device may generate a WUR discovery frame comprising a WUR advertisement. The device may transmit, by the WURx, the WUR discovery frame to a second device using the WUR discovery subchannel. The device may identify a response from the second device indicating an acknowledgment of the WUR discovery frame.