A system configured to detect a requested access to an ambient service over a wireless network, the requested access being associated with a communications device communicatively coupled to the system over the wireless network, the ambient service providing sponsored access to a network destination, wherein the sponsored access comprises a usage of the wireless network associated with the ambient service that is sponsored by a sponsor entity; obtain, based on the requested access, a associated with the communications device or the wireless network; and determine, based on the traffic characteristic, whether the requested access is within an ambient service profile controlling access by the communications device to the ambient service over the wireless network. When the requested access is within the ambient service profile, the system allows the requested access, and when the requested access is not within the ambient service profile, the system prevents the requested access.