Mobile telephony has emerged as technology of the choice of the people, be it in the rural or urban areas. Cutting across the socio-economic spectrum of the society, mobiles are being used for a variety of purposes – for information, education and entertainment. The present study was undertaken to assess the potential and use of mobile phones by farmers.The study sample comprised of 180 farmers, selected randomly from the farmers visiting kisan mela (farmers fair) at Pantnagar University. The study findings indicate that 83.34 % farmers owned a mobile for more than 2 years and 72.33percent received information related to agriculture from ‘fellow farmers’. All the respondents interviewed said that they wouldlike to subscribe if Pantnagar University starts mobile based advisory service, although only 45 % said that they would bewilling to pay a nominal of fee ` 100 per month. As regards the type of services expected through such a mobile service,farmers identified these areas - disease identification and control measures (27.7 %), Fertilizer application dose, method & time (27.77%), harvesting time (25%), marketing (22.23%) and sowing time (19.45%). The study illustrates the need for a mobile based agri advisory services and possible policy implications for different stakeholders in NARS/ICAR.