An apparatus, system and method to dynamically manage an allocation of communication resources for direct device-to-device communications between a plurality of wireless communication devices in a wireless communication system. In one embodiment, the apparatus (410) includes a communication resource allocator (420) configured to: (1) select a master communication device of a plurality of wireless communication devices that form a device-to-device group, (2) provide an allocation of communication resources for device-to-device group that facilitate direct device-to-device communications therebetween. The apparatus (410) also includes a message generator (430) configured to assemble messages that include the allocation of the communication resources.