A method of establishing a dynamic, proximity-based group of wireless communication devices to support potential interaction between a user of a first wireless communication device and one or more users of the wireless communication devices in said dynamic, proximity-based group, the method comprising:
- the first wireless communication device sending a short-range wireless beacon broadcast message to other wireless communication devices in a proximity zone around the first wireless communication device, the short-range wireless beacon broadcast message being adapted for requesting the other wireless communication devices to send a response message to a server;
- the server registering responding devices among said other wireless communication devices;
- and
- the first wireless communication device communicating with the server to enable the user of the first wireless communication device to interact selectively with one or more of the users of the registered wireless communication devices, said one or more users being less than all users of the registered wireless communication devices.