The present invention is directed to communications methods and apparatus for efficiently distributing traffic to processing entities. An exemplary method includes the steps of: receiving, at a first Session Initiation Protocol (SIP) load balancer (SLB), a first SIP INVITE message; selecting, at the first SLB, which Session Border Controller (SBC) in a first cluster of SBCs to send the first SIP invite message based on a message allocation weight determined based on message loss information corresponding to different SBCs in the first cluster of SBCs, the selecting including allocating a portion of incoming received SIP INVITE messages to an individual SBC based on a message loss rate corresponding to the individual SBC and the message allocation rate, said selecting including selecting a first SBC from the first cluster of SBCs to send said first SIP INVITE message, and sending the first SIP INVITE message to the first SBC.