diff --git a/homeassistant/components/ssdp/__init__.py b/homeassistant/components/ssdp/__init__.py
index 3cd2cb87f70..d03f8967311 100644
--- a/homeassistant/components/ssdp/__init__.py
+++ b/homeassistant/components/ssdp/__init__.py
@@ -153,7 +153,7 @@ class Scanner:
     ) -> None:
         """Initialize class."""
         self.hass = hass
-        self.seen: set[tuple[str, str]] = set()
+        self.seen: set[tuple[str, str | None]] = set()
         self.cache: dict[tuple[str, str], Mapping[str, str]] = {}
         self._integration_matchers = integration_matchers
         self._cancel_scan: Callable[[], None] | None = None
@@ -268,20 +268,28 @@ class Scanner:
                     domains.add(domain)
         return domains
 
+    def _async_seen(self, header_st: str | None, header_location: str | None) -> bool:
+        """Check if we have seen a specific st and optional location."""
+        if header_st is None:
+            return True
+        return (header_st, header_location) in self.seen
+
+    def _async_see(self, header_st: str | None, header_location: str | None) -> None:
+        """Mark a specific st and optional location as seen."""
+        if header_st is not None:
+            self.seen.add((header_st, header_location))
+
     async def _async_process_entry(self, headers: Mapping[str, str]) -> None:
         """Process SSDP entries."""
         _LOGGER.debug("_async_process_entry: %s", headers)
-        if "st" not in headers or "location" not in headers:
-            return
-        h_st = headers["st"]
-        h_location = headers["location"]
-        key = (h_st, h_location)
+        h_st = headers.get("st")
+        h_location = headers.get("location")
 
-        if udn := _udn_from_usn(headers.get("usn")):
+        if h_st and (udn := _udn_from_usn(headers.get("usn"))):
             self.cache[(udn, h_st)] = headers
 
         callbacks = self._async_get_matching_callbacks(headers)
-        if key in self.seen and not callbacks:
+        if self._async_seen(h_st, h_location) and not callbacks:
             return
 
         assert self.description_manager is not None
@@ -290,9 +298,10 @@ class Scanner:
         discovery_info = discovery_info_from_headers_and_request(info_with_req)
 
         _async_process_callbacks(callbacks, discovery_info)
-        if key in self.seen:
+
+        if self._async_seen(h_st, h_location):
             return
-        self.seen.add(key)
+        self._async_see(h_st, h_location)
 
         for domain in self._async_matching_domains(info_with_req):
             _LOGGER.debug("Discovered %s at %s", domain, h_location)
diff --git a/tests/components/ssdp/test_init.py b/tests/components/ssdp/test_init.py
index 6b41544a384..2b527064ff8 100644
--- a/tests/components/ssdp/test_init.py
+++ b/tests/components/ssdp/test_init.py
@@ -478,6 +478,94 @@ async def test_scan_with_registered_callback(hass, aioclient_mock, caplog):
     assert "Failed to callback info" in caplog.text
 
 
+async def test_unsolicited_ssdp_registered_callback(hass, aioclient_mock, caplog):
+    """Test matching based on callback can handle unsolicited ssdp traffic without st."""
+    aioclient_mock.get(
+        "http://10.6.9.12:1400/xml/device_description.xml",
+        text="""
+<root>
+  <device>
+    <deviceType>Paulus</deviceType>
+  </device>
+</root>
+    """,
+    )
+    mock_ssdp_response = {
+        "location": "http://10.6.9.12:1400/xml/device_description.xml",
+        "nt": "uuid:RINCON_1111BB963FD801400",
+        "nts": "ssdp:alive",
+        "server": "Linux UPnP/1.0 Sonos/63.2-88230 (ZPS12)",
+        "usn": "uuid:RINCON_1111BB963FD801400",
+        "x-rincon-household": "Sonos_dfjfkdghjhkjfhkdjfhkd",
+        "x-rincon-bootseq": "250",
+        "bootid.upnp.org": "250",
+        "x-rincon-wifimode": "0",
+        "x-rincon-variant": "1",
+        "household.smartspeaker.audio": "Sonos_v3294823948542543534",
+    }
+    intergration_callbacks = []
+
+    @callback
+    def _async_intergration_callbacks(info):
+        intergration_callbacks.append(info)
+
+    def _generate_fake_ssdp_listener(*args, **kwargs):
+        listener = SSDPListener(*args, **kwargs)
+
+        async def _async_callback(*_):
+            await listener.async_callback(mock_ssdp_response)
+
+        @callback
+        def _callback(*_):
+            hass.async_create_task(listener.async_callback(mock_ssdp_response))
+
+        listener.async_start = _async_callback
+        listener.async_search = _callback
+        return listener
+
+    with patch(
+        "homeassistant.components.ssdp.SSDPListener",
+        new=_generate_fake_ssdp_listener,
+    ):
+        hass.state = CoreState.stopped
+        assert await async_setup_component(hass, ssdp.DOMAIN, {ssdp.DOMAIN: {}})
+        await hass.async_block_till_done()
+        ssdp.async_register_callback(
+            hass,
+            _async_intergration_callbacks,
+            {"nts": "ssdp:alive", "x-rincon-bootseq": MATCH_ALL},
+        )
+        await hass.async_block_till_done()
+        async_fire_time_changed(hass, dt_util.utcnow() + timedelta(seconds=200))
+        await hass.async_block_till_done()
+        hass.bus.async_fire(EVENT_HOMEASSISTANT_STARTED)
+        hass.state = CoreState.running
+        await hass.async_block_till_done()
+        async_fire_time_changed(hass, dt_util.utcnow() + timedelta(seconds=200))
+        await hass.async_block_till_done()
+        assert hass.state == CoreState.running
+
+    assert (
+        len(intergration_callbacks) == 2
+    )  # unsolicited callbacks without st are not cached
+    assert intergration_callbacks[0] == {
+        "UDN": "uuid:RINCON_1111BB963FD801400",
+        "bootid.upnp.org": "250",
+        "deviceType": "Paulus",
+        "household.smartspeaker.audio": "Sonos_v3294823948542543534",
+        "nt": "uuid:RINCON_1111BB963FD801400",
+        "nts": "ssdp:alive",
+        "ssdp_location": "http://10.6.9.12:1400/xml/device_description.xml",
+        "ssdp_server": "Linux UPnP/1.0 Sonos/63.2-88230 (ZPS12)",
+        "ssdp_usn": "uuid:RINCON_1111BB963FD801400",
+        "x-rincon-bootseq": "250",
+        "x-rincon-household": "Sonos_dfjfkdghjhkjfhkdjfhkd",
+        "x-rincon-variant": "1",
+        "x-rincon-wifimode": "0",
+    }
+    assert "Failed to callback info" not in caplog.text
+
+
 async def test_scan_second_hit(hass, aioclient_mock, caplog):
     """Test matching on second scan."""
     aioclient_mock.get(