An inductive power transfer system is arranged to transfer power from a power transmitter to a power receiver via a wireless power signal. The system supports communication from the power transmitter to the power receiver based on load modulation of the power signal. The power receiver transmitting a first message to the power transmitter which comprises a standby power signal requirement for the power signal during a standby phase. The power transmitter receives the message, and when the system enters the standby phase, the power transmitter provides the power signal in accordance with the standby power signal requirement during. A power receiver configurable standby phase is provided which may for example allow devices to maintain battery charge or to provide fast initialization of the power transfer phase.