Apparatus and methods for, among other things, a group-based reactive service discovery protocol are discussed. In an example, a method can include broadcasting a first group beacon at a group interval using a first station belonging to a first group of stations and broadcasting a service request to the second group during a query interval of the second group. In an example, the first group beacon can include a service update alert configured to alert other members of the first group of an anticipated service request and response event to learn services available from a second group. In an example, the service update alert can include a beginning time for the anticipated service request and response event.