IOT device-based messaging communications systems and methods are disclosed herein. An example system includes an Internet-of-things backend system comprising IOT devices that implement proximity and physical web discovery services and implement a modified short-range wireless communication protocol stack for communicating with communication devices at a kernel level; and each of the communication devices being configured to with receive messages from the Internet-of-things backend system over a short-range wireless connection, the messages are presented to the communication devices without an application being installed on the communication devices, the modified short-range wireless communication protocol stack being configured based on a short-range wireless protocol that is active on the each of the communication devices.