Embodiments of the present invention provide a data sending method, a resource measurement method, an apparatus, and a device. The method includes: generating, by user equipment, communication service data; obtaining competitive resource configuration information used for sending the communication service data; determining, according to the competitive resource configuration information, a competitive resource configured for the user equipment; and sending the communication service data on the competitive resource. Compared with a scenario in which all user equipments simultaneously use a same resource, in the present invention, competitive resources are respectively and flexibly configured for multiple user equipments that perform communication services.