Apparatus and methods for controlling effective communication traffic rates are disclosed. Communication signals that include communication traffic are generated for transfer on a wireless communication link based on fixed signalling characteristics. An effective communication traffic rate of the wireless communication link is controlled by controlling a rate at which communication traffic is provided to a communication module, illustratively a wireless transceiver, that generates the communication signals. Techniques according to embodiments of the invention thereby enable rate control for wireless communication links without changing wireless signalling characteristics or subjecting links to downtime during link reconfiguration. Collaborative rate control, in which rate control information is exchanged between rate control systems, is also contemplated.