A method, an apparatus, and a computer-readable medium for wireless communication are provided. The apparatus receives a policy containing information on filtering and processing of discovery messages over a wireless interface. The policy may be received from a cellular network or from a network server. The apparatus determines a set of filtering rules and a set of processing rules based on the policy. The apparatus may store the set of filtering rules and the set of processing rules. Upon receiving a discovery message on a device-to-device communication channel, the apparatus applies the set of filtering rules to the discovery message. The device-to-device communication channel may be a wireless communication channel. The apparatus may apply the set of processing rules to the discovery message in response to the discovery message passing the set of filtering rules. The apparatus may rebroadcast the processed discovery message.