In one embodiment, a method includes sending, via a beacon of a third-party content provider (e.g., a business), a request to associate with a user's mobile device. The request may be sent when the mobile device is proximate to the beacon, which may be located within a place of business. The request may include an attribute of the business (e.g., the type of business). A wireless communication session may be established between the beacon and the mobile device, and, in response, social-networking information of the user may be received, via the beacon. The particular information sent may be tailored to the business based on the received attribute, and a set of user-specified permissions may delimit what information is sent and to whom the information is sent. Third-party content may be customized based on the received social-networking information and sent to the mobile device for display.