Methods and apparatuses for wireless communication devices to discover each other and share information are described. Wireless communication devices transmit and receive messages to identify compatible wireless communication devices. The messages include indicators for a communication service and one or more user identification values. A scanning wireless communication device identifies a message from a broadcasting wireless communication device that satisfies a set of matching filter criteria and extracts user identification values from the message. The scanning wireless communication device compares the extracted user identification values to a local set of user identification values. When an extracted user identification value from the message matches a user identification value in the local set of user identification values, the scanning wireless communication device establishes a connection to the broadcasting wireless communication device according to the communication service indicated in the message.