Use of WhatsApp in Children’s Oral Health Education Among Mothers in a Maternal and Child Cohort: Qualitative Content Analysis

Background: Research indicates that social media platforms play an important role in disseminating health information. Mothers, in particular, frequently seek guidance on child health through digital resources. Given the growing demand for health-related content, it is necessary to understand how these tools contribute to maternal health education, especially regarding the ability to interpret and apply health information. Objective: This study aims to investigate how WhatsApp influences the health education processes of mothers, as well as to identify the interests and competencies related to infant oral health among mothers participating in a maternal and child cohort. Methods: This was a qualitative, exploratory study grounded in the Bardin content analysis framework. Text messages exchanged between mothers and health professionals in a WhatsApp group linked to the Curitiba Maternal and Child Health Cohort (COOSMIC) were analyzed, referring to the years 2020 and 2021. Results: The corpus was composed of 36 dialogues: 28 concerning infant oral health and 8 regarding the group's impact. The recording units were categorized by themes and interpreted according to emerging core meanings. We identified 2 main themes: eruption of primary teeth (mentioned 12 times) and bruxism in children (mentioned 5 times). Furthermore, in the topic related to the group's impact, we observed a pattern among participants in recognizing the group as a source of support, guidance, and mutual help, highlighting the role of professionals and peer-to-peer exchanges in overcoming doubts and insecurities. Mothers demonstrated an active search for information and collaborative interaction with health professionals, establishing WhatsApp as a support and education network. Competencies linked to oral health literacy ranged from autonomy, empowerment, and security to insecurity, misinformation, and knowledge limitations regarding infant oral health information. Conclusions: WhatsApp proved to be a relevant tool for accessing information and guidance on infant oral health, favoring mutual support and communication among peers and professionals. The competencies and limitations identified in the mothers' oral health literacy highlight the importance of professionally mediated educational strategies aimed at improving the quality of information and promoting autonomy in infant care.