Provided are a method and apparatus for sending or forwarding information. The sending method is applied to an M2M communication system and includes: a sending device sends to-be-sent information to a target device through a communication network, wherein the information carries one of the followings: a first ID, which is used for identifying the target device outside the communication network, and a second ID, which is used for identifying the target device inside the communication network; the sending device acquires a recognizable ID corresponding to the specified ID through the communication network; and the sending device sends the information to the target device through the communication network according to the recognizable ID. The technical problem that there is still no effective object identification solution which is compatible with various standard systems in the related arts is solved, and different M2M user equipment can be distinguished in the M2M communication system.