Abstract
We study how firms negotiate collusive pricing structures when communicating through prices rather than natural language. Using hourly station-level retail gasoline price data, we document a five-year transition from a focal-pricing to a price-signaling structure, driven by inter-firm bargaining under strategic uncertainty. Along the transition, recurring price wars serve a dual role: beyond enforcement, they yield informative signals that facilitate equilibrium selection. The transition ultimately yields a 30% increase in margins and triggers a federal antitrust case. We discuss implications for the theory of collusion and antitrust policies that shape the competitive effects of digital information sharing and pricing algorithms.