Deep-space optical communication links operate under severely limited signal power, approaching the photon-starved regime that requires a receiver capable of measuring individual incoming photons. This makes the photon information efficiency (PIE), i.e., the number of bits that can be retrieved from a single received photon, a relevant figure of merit to characterize data rates achievable in deepspace scenarios. We review theoretical PIE limits assuming a scalable modulation format, such as pulse position modulation (PPM), combined with a photon counting direct detection receiver. For unrestricted signal bandwidth, the attainable PIE is effectively limited by the background noise acquired by the propagating optical signal. The actual PIE limit depends on the effectiveness of the noise rejection mechanism implemented at the receiver, which can be improved by the nonlinear optical technique of quantum pulse gating. Further enhancement is possible by resorting to photon number resolved detection, which improves discrimination of PPM pulses against weak background noise. The results are compared with the ultimate quantum mechanical PIE limit implied by the Gordon-Holevo capacity bound, which takes into account general modulation formats as well as any physically permitted measurement techniques.