Described herein are methods and apparatuses for the provision and management of value added services without a requirement for specific client software on a wireless receive/transmit unit (WRTU). The methods and apparatuses described may be applied to wireless networks supporting HTTP transfers without disrupting the wireless network configuration. In the embodiments described herein, a web request may be received by a Service Management Entity (SME) that may be located in an access point (AP) from a WRTU. The SME may transmit a proxy auto-configuration (PAC) file to the WRTU. This PAC file may include a uniform resource locator (URL) associated with a Service Delivery Entity (SDE), and the URL chosen may be based on rules associated with a location of the WRTU. The SDE may then receive a second web request from the WRTU and respond by transmitting a message to the WRTU such as a transaction trigger.