The claim in this paper is that a theory of “pretense” (in all its crucial uses in human society and cognition) can be built only if it is grounded on the general theory of “behavioral implicit communication” (BIC), which is not to be confused with non-verbal communication (with distinct notions being frequently conflated, such as “signs” vs. “messages”, or goal as “intention” vs. goal as “function”). Pretense presupposes some BIC-based human interaction, where a normal, practical behavior is used for signifying something, based on a sign that is not a conventional one. In light of BIC interaction theory, one can exploit this sign or message in a deceptive way in order to induce the other to believe that he/she is performing a given behavior or has a given mental state.