Some demonstrative embodiments include apparatuses, systems and/or methods of securing a service Identifier (ID). For example, a wireless device may include a Secure Service Identifier (SSID) processor to determine a SSID corresponding to a service, the SSID including an encrypted value being based on a service name key from a service provider of the service and a service name corresponding to the service; and a radio to transmit a wireless message including the SSID.