1. An apparatus for providing a short range wireless communication function in a portable terminal, the apparatus comprising: a communication unit configured to recognize a tag and read a message from the tag; a memory; and a controller configured to store second data in the memory when the message includes first data of a predetermined record type, the second data corresponding to other data except for the first data among all data included in the message, determine whether an application corresponding to the first data has been installed, execute the application when the application has been installed, and provide the second data to the application so as to enable the application to execute a function using the second data.