A mobile device may determine its location, receive transaction related information, and initiate, based on its determined location and/or the transaction related information, a transaction at the current location. The transaction related information may be received from a location server. The mobile device and/or its users may also be authenticated, using the location server. The initiated transaction may be completed automatically, without user input. The device user may also be prompted for authorization and/or information for completing the transaction. The transaction related information may specify if and/or when transactions are to be completed automatically. The mobile device may track user actions via the mobile device, and may generate based on that tracking, user action data pertaining transactions initiated and/or conducted by the user. The generated user action data may be communicated to the location server, and may be used to update the profile data maintained by the location server.