Wireless terminals receive beacon signals from other communication devices and make transmission decisions based on priority information communicated by the beacon signals. Priority information communicated in a beacon signal includes, e.g., one of device priority, user priority and session priority. A wireless terminal compares priority information recovered from received beacon signals with its own current level of priority. A transmission decision based on received priority information includes deciding not to transmit user data when received priority information indicates a higher priority than its own priority level. Another transmission decision based on received priority information includes deciding to transmit user data when the received priority information indicates a lower priority than its own priority level. Other exemplary transmission decisions, performed as a function of priority information from beacon signals, include deciding to perform a transmission power level adjustment and deciding to terminate an ongoing communications session.