The present invention addresses method, apparatus and computer program product for setting up a proximity services device-to-device communication service. Thereby, by a transmitting user equipment, a message including application control information is compiled, a scheduling assignment for scheduling the message transmission is transmitted to a device to be set up, and the message is transmitted to the device according to the scheduling assignment. A receiving user equipment receives a scheduling assignment and at least one of data packets scheduled in the scheduling assignment, determines whether at least one of the received data packets relates to a new proximity services device-to-device communication service traffic flow, determines whether a message including application control information is included in the at least one of the received data packets, and completes the setup based on the application control information.