Embodiments of service discovery via LP-WUR (low-power wake-up radio) are generally described herein, A wireless device receives, at a LP-WUR of the wireless device, a wake-up packet from a peer device. The wireless device decodes the wake-up packet to determine a service ID (identifier) and protocol support information. The wireless device determines that the wireless device is operable to provide a service identified by the service ID and implement a protocol identified by the protocol support information, the protocol comprising NAN (neighbor aware networking) or Wi-Fi direct. The wireless device wakes up a WLAN (wireless local area network) radio of the wireless device in response to determining that the wireless device is capable of providing the service and implementing the protocol.