A method is described for providing a wireless ambient service to a mobile end-user device operating on a Wireless Wide Area Network (WWAN). An ambient service has a primary policy that allows a user to directly access primary ambient content, but not other content, through the service. When the user accesses primary content, however, that content can include user-selectable references to content outside of the primary policy. A secondary policy then allows the user, by selecting such a reference, to access content outside of the primary policy.