Systems, devices, methods, computer-readable media, techniques, and methodologies are disclosed for transmitting variable beacon profiles. In some embodiments, a server may receive a variable beacon profile at a first point in time, the variable beacon profile associated with a wireless beacon. A temporal indicator indicating the first point in time may be received. Location information associated with the wireless beacon may be determined based at least in part on the variable beacon profile and the temporal indicator. The location information may be transmitted to a service provider application on a mobile device.