Methods and apparatus in accordance with various embodiments provide for private service IDs for utilization in wireless devices in neighbor aware networks. One aspect of the subject matter described in the disclosure provides a method of transmitting service information in a wireless neighborhood aware network. The method includes generating a first message having a first service identifier. The first service identifier includes a first hash value based on a service name and timing information. The first hash value is generated by applying a first hash function. The method further includes transmitting the first message.