A zone-based behavior service is supported by a small area wireless transmitter to communicate behaviors, encoded as attribute-value pairs, to wireless devices within the service area of the small area transmitter. In response to entering the service area and discovering the zone-based behavior service, operation of a wireless communications device is automatically customized to conform to the specified behaviors according to corresponding user preferences. For example, audible ring tones are automatically disabled when proscribed by the zone-based behavior service and such proscription is accepted by the user in previously defined attribute options, but automatic re-routing of incoming calls suggested by the behavior service may be rejected by the user or require manual acceptance from the user. Upon leaving the service area of the small area transmitter, the wireless communications device automatically restores prior operational parameters.