A pilot sequence sending method and apparatus are provided. In the disclosure, after first-time masking is performed on a pilot sequence based on a cyclic orthogonal matrix, second-time masking is performed on the pilot sequence on which first-time masking has been performed, so that a PAPR of the pilot sequence on which second-time masking has been performed is less than a PAPR of the pilot sequence on which first-time masking has been performed, and further, orthogonality of the pilot sequence on which second-time masking has been performed can be higher than that of the pilot sequence on which first-time masking has been performed. This ensures accuracy of channel estimation and frequency offset detection.