Ask HN: What kind of chip for short-range continuous small-data broadcast?

I'm not sure what term or phrase to search for, and that's really all I'm after here...

I'm thinking about spiking an idea/prototype for a system where you mount a microchip or other small tool on/in a wall in a grocery store, hospital, etc. and it broadcasts a simple UUID string on a radio frequency several hundred times per second continuously until it burns out or gets replaced. Max range only needs to be about ~50 feet, tops. What's the name of that kind of technology that I'd need to look up to learn more about it?

EDIT: Bluetooth occurs to me, but I'm thinking more low-level, fundamental than that, entirely without the need to receive (just broadcast only).