Embodiments enable discovery of services in a wireless communications medium. In example embodiments, a method comprises inserting, by an apparatus, an indication associated with a service requested by the apparatus to an apparatus address field of a wireless service discovery packet; and transmitting, by the apparatus, the wireless service discovery packet including the inserted indication associated with the requested service. The packet may be a Bluetooth Low Energy SCAN_REQ PDU packet. The apparatus's address field may be a non-resolvable private address format in a ScanA field of the Bluetooth Low Energy SCAN_REQ PDU packet. The apparatus may be functioning as a subscriber in a Neighbor Awareness Networking (NAN) network.