Methods and apparatus for advertising a service in a wireless network

The present disclosure describes methods and apparatus for advertising a service in a wireless network via surrogacy. A principal (e.g., first) wireless communication device may request via a first wireless channel that an agent (e.g., second) wireless communication device (i) act as a surrogate and (ii) function in accordance with a social announcement scheme, which is associated with a second wireless channel, and with regard to a service that is available. The principal wireless communication device may have offered services or wanted services. The agent wireless communication device may perform an announcement operation with other wireless communication device(s) on behalf of the principal wireless communication device via the second wireless channel to discover or advertise a service that is available. The agent wireless communication device may report a result of the announcement operation, which result may include an identification of service(s) that are made available by other wireless communication device(s).