A method, apparatus, and system are provided for implementing resource and/or location-based matching services between a wireless terminal (e.g., mobile phone) user and one or more resources. A novel infrastructure supports resource and/or location based matching services over a wireless network. A back-end system includes a database, server, and match engine that are configured match a user with one or more resources based on the user's characteristics, preferences, and/or location. Such resources include (1) other users, (2) targeted advertising, (3) businesses/networking opportunities, and/or (4) locate a nearby service or store. A flexible database architecture supports application-specific resources which facilitate the deployment of various matching services. Application developers are thus able to implement different resource-matching applications for wireless devices through a common back-end infrastructure. Additionally, the match engine may include a feedback mechanism that permits the match engine to learn a user's preferences.