In this era of information technology, the ability to acquire and use information is regarded as national assets. Social media tools can be regarded as social communication technologies in which opportunities of farmers’ feedback, interaction, and networking are much higher than other forms of extension information delivery. WhatsApp® is one of the most popular social media tools which offers many unique advantages and makes it a potent veterinary extension tool. The study was conducted in Palghar district of Maharashtra to study the effectiveness of WhatsApp® as an information delivery tool for dairy farmers. A total of 100 dairy farmers were selected randomly who were using WhatsApp® at the time of study. An experimental WhatsApp® group named “e-gopalak” was formed for the present study. The study revealed that 93.00 per cent dairy farmers agreed that dairy information available through WhatsApp® was trustworthy and accurate. 75.00 per cent of farmers were mostly satisfied with the ‘Quality of information provided’ followed by ‘Query resolving facility of WhatsApp® (66.00%). Before intervention, 64.00 per cent respondents had low level of knowledge followed by 33.00 per cent with medium level of knowledge on dairy farming. Post intervention, 48.00 per cent respondents had medium level of knowledge followed by 22.00 per cent with high level of knowledge. 72.00 per cent of dairy farmers partially adopted scientific dairy farming practices shared through WhatsApp®.

Keyword: Effectiveness; Dairy farmer; WhatsApp®; Social media; e extension; Mobile advisory service.