Same-sex sexual behavior (SSB) is an enigma in behavioral ecology as it does not result in reproduction. Proximately, the evolution of sexual signals is critical for the evolution of SSB in a sex-specific manner. For signal receivers, the loss of sexual signals leads to smaller phenotypic sex differences, leading to frequent accidental SSB between receivers. Alternatively, for senders, sexual signals could help locate another sender, enhancing intentional SSB as in heterosexual pairing. Here, we demonstrate this link between sex pheromone signaling and the frequency of same-sex pairing in two Coptotermes termites that use the same chemical as sex pheromones but in different quantities. In termites, mating pairs engage in tandem runs, where a male follows a female with sex pheromones. We found that female-female tandems were more stable in C. formosanus, whose females produce more pheromones, while the male-male interactions were more frequent in C. gestroi, whose females produce fewer pheromones. Thus, stronger pheromones lead to sender-sender SSB, while weaker pheromones lead to receiver-receiver SSB. In both species, same-sex tandems were less stable than heterosexual tandems, contrasting with Reticulitermes, another termite group that shows frequent same-sex tandems. The proximate mechanism of SSB is diverse, reflecting the heterosexual context.