Disclosed are various embodiments for implementing wireless service for a wireless device. In a representative embodiment, a service initiation system is executed in a computing device that communicates with a service provider system over a network to activate a wireless service associated with a newly purchased wireless device. The service initiation system also generates a network page to send to a client over the network, where the network page has a component that initiates a porting of a contact designation associated with a prior wireless device to the newly purchased wireless device separate from the activation of the wireless service for the newly purchased wireless device.