Methods and apparatus for providing personalized content to a user of a wireless network include establishing an anonymous user identifier and delivering the user identifier to a content provider are disclosed. Based on the user identifier, communication with a predetermined data source is established or predetermined data content is selected. In some embodiments, a device identifier is provided in addition to the user identifier and device specific personalized content is delivered to the user. In one example, a device identifier and a user identifier are based on a mobile station serial number and a subscriber identity module (SIM) and are used in an HTTP header. The anonymous user identifier can be based on a SIM serial number, or a hash of the SIM serial number so that user information such as a user phone numbers is not available to content providers.