1. A method comprising: inspecting a traffic flow associated with an end-user device; identifying a requested access within the traffic flow; determining, based on a set of one or more access rules, whether the requested access is within a service profile associated with a first service available to the end-user device over a wireless network, the service profile identifying a particular network destination, a particular application on the end-user device, a particular content type, or a combination of these, a first service usage associated with the first service being accounted for separately from a second service usage associated with at least one other service available to the end-user device over the wireless network; and if the requested access is within the service profile, creating or modifying a record, the record for assisting in accounting for at least a portion of a measure of the first service usage to a sponsor entity responsible for paying for or subsidizing at least a portion of the first service usage, the sponsor entity being an entity other than a user or subscriber associated with the end-user device, wherein determining, based on the set of one or more access rules, whether the requested access is within the service profile comprises determining whether the requested access is associated with the first service.