Systems, methods, and devices are directed to wireless proximate-based communications with privacy support. A first wireless communication device is configured to discover and wirelessly communicate with one or more proximately-located wireless devices. The first wireless communication device includes logic configured to generate a temporary transformed address and expiration time and to format the temporary transformed address and expiration time into a packet and a communications module configured to transmit the packet directly to the one or more proximately-located wireless devices during discovery. The first wireless communication device is capable of exchanging information directly with the one or more proximately-located wireless devices based on the transformed address, until the expiration time has lapsed.