Techniques for implementing a location-based service include obtaining meta-information from a service provider comprising location-based service information, service provider contact information, and service provider authentication information, combining the meta-information into a message and encoding the message into a series of signals to be broadcast for implementing the service over an ad hoc environment, wherein in the environment there exists no pre-existing communication infrastructure and no pre-defined relationship between the service provider and one or more service receivers, broadcasting the series of signals as a message to service receivers in the ad hoc environment, enabling the service receiver to identify potential services using filters based on signal strength, computed distance, and/or service category, and facilitating a communication between the service provider and a service receiver via enabling the receiver to use the contact information to identify the service provider and the authentication information to verify the service provider.