An apparatus and method of controlling unsolicited traffic are disclosed herein. The apparatus and method can be applied to wireless communication networks such as CDMA2000, UMTS, GPRS and the like so that traffic which is not solicited by wireless communication devices operating on those networks is not sent over the air needlessly. The present application provides techniques to block unsolicited traffic based on the identity of a user (for example based on International Mobile Station Identity (IMSI), Network Access Identifier (NAI), Mobile Station Internet Services Digital Network Number (MSISDN), Session Initiation Protocol (SIP) Universal Resource Locator (url)) as opposed to techniques that are based on a session or IP address, such as a traditional firewall. In accordance to this application, user identity based techniques are applied to block unsolicited traffic whenever a user has established a data session. Further in accordance with this application, user identity based techniques are persisted across changes in IP address and/or session.