A computing device may identify one or more wireless broadcast signals that are each associated with a name that conforms to a specified wireless naming scheme. Responsive to identifying a particular wireless broadcast signal that is associated with a respective name conforming to the specified wireless naming scheme, the computing device may determine a signal strength of the particular wireless broadcast signal. The computing device may determine a likelihood that a remote device broadcasting the particular wireless signal is within a specified proximity of the computing device based at least in part on the signal strength of the particular wireless broadcast signal. Responsive to determining that the likelihood that the remote device is within the specified proximity of the computing device exceeds a specified threshold, the computing device may initiate an establishment of a wireless connection with the remote device.