, http:// , URI ( ). , :
http://localhost ( )
http://127.0.0.1
http://your-machine-name.domain.whatever
Also try specifying a port number (for example http://localhost:8080) if you are on a non-standard port.
Finally, your endpoint tag may actually require a relative path for its address (I have seen this before), therefore:
<service behaviorConfiguration="wrCoreService.Service1Behavior" name="wrCoreService.Service1">
<endpoint address="service1.svc" binding="customBinding" bindingConfiguration="Wrabind" contract="wrCoreService.IService1" />
<endpoint address="mex" binding="mexHttpBinding" contract="IMetadataExchange" />
</service>
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