A wireless power transfer system includes a power receiver (105) and a power transmitter (101) generating a wireless inductive power transfer signal for powering the power receiver (105) during a power transfer phase. An apparatus, often the power transmitter (101) comprises a first communication unit (305) communicating with a second communication unit of an entity using an electromagnetic communication signal. The entity may typically be the power receiver (105). The apparatus comprises a reference processor (307) for measuring and storing a reference value of a characteristic of the communication signal and a measurement unit (309) which repeatedly during the power transfer phase determines a measured value of the characteristic. A comparator (311) compares the measured values to the reference value and an initiator (313) triggers an entity detection process if the comparison indicates that a measured value and the reference value do not meet a similarity criterion. The entity detection process detect a presence of another entity.