A method and device for controlling sending of a general data transfer platform (GTP) message, and a data sending method and device are provided. A GTP message sending device receives a no-response time indication of user equipment sent from a GTP message response device, where the no-response time indication indicates a no-response time of the user equipment in an implicit or explicit manner, the GTP message sending device adjusts, according to the no-response time of the user equipment indicated by the received no-response time indication of the user equipment, a time of sending a GTP message, where adjusting the time of sending the GTP message is specifically postponing the time of sending the GTP message as the no-response time of the user equipment increases, or bringing forward the time of sending the GTP message as the no-response time of the user equipment decreases.