Systems and methods for registering a location tracking device affixed to an item or other merchandise with a cellular or mobile network provider associated with the purchaser are described herein. In some cases, user equipment in physical proximity to the location tracking device may establish a connection with the location tracking device to facilitate the registration process between the network provider and the location tracking device. Once the registration is complete, the location tracking device may establish a direct connection with the cellular or mobile network of the network provider such that the network provider is able to monitor the location of the location tracking device.