Wi-Fi Hotspot Tracking
Free Wi-Fi hotspots can track your location, even if you don’t connect to them. This is because your phone or computer broadcasts a unique MAC address.
What distinguishes location-based marketing hotspot providers like Zenreach and Euclid is that the personal information you enter in the captive portal—like your email address, phone number, or social media profile—can be linked to your laptop or smartphone’s Media Access Control (MAC) address. That’s the unique alphanumeric ID that devices broadcast when Wi-Fi is switched on.
MAC addresses alone don’t contain identifying information besides the make of a device, such as whether a smartphone is an iPhone or a Samsung Galaxy. But as long as a device’s MAC address is linked to someone’s profile, and the device’s Wi-Fi is turned on, the movements of its owner can be followed by any hotspot from the same provider.
The defense is to turn Wi-Fi off on your phone when you’re not using it.
EDITED TO ADD: Note that the article is from 2018. Not that I think anything is different today….