A system, apparatus, and method for automatically or interactively updating a wireless/mobile device's active settings or profile, based on the location of the mobile device. Profile point identifiers are stored at the mobile device, where each of the stored profile point identifiers is associated with at least one of the profiles available on the mobile device. A profile point identifier that is transmitted over-the-air (OTA) from a corresponding profile point is received at the mobile device when the mobile device is within the transmission range of that profile point. The profile associated with the stored profile point identifier that matches the transmitted profile point is activated in response thereto.