Embodiments reduce the time and energy expended to establish an initial link to a network. Some embodiments use either active or passive scans to discover available access points and then use a broadcast or multicast Generic Advertisement Service (GAS) Request message to identify access points providing requested services. Other embodiments use a broadcast or multicast GAS Request message to identify access points or mobile devices providing requested services without first scanning for access points. Only access points or mobile devices providing requested services need to respond to the GAS request message. Duplicate messages received by multiple access points coupled to the same network can be filtered so only one message is received and responded to.