Updating a data-store associated with an electronic communications device includes wirelessly communicating an electronic message. A location identifier representative of a physical location is identified within the electronic message. The physical location of the electronic communications device is measured or estimated as needed, after which validating the location identifier occurs when the measured or estimated physical location is calculated to be within a threshold distance of the physical location represented by the location identifier. Initiating creation of a new data record in the data-store is then performed, with the new data record storing at least the validated location identifier and a time identifier.