Objective To analyze the effect of continuous nursing service based on WeChat platform on obese parturients undergoing cesarean section and its influence on wound healing and appearance aesthetics. Methods A total of 60 obese parturients who underwent cesarean section in our hospital from January 2022 to April 2023 were randomly divided into control group and observation group, with 30 parturients in each group. The control group was given routine perioperative nursing, and on the basis of the control group, the observation group was given continuous nursing service based on WeChat platform. The scar width and thickness, wound healing, appearance satisfaction were compared between the two groups. Results The width and thickness of scar in the observation group were smaller than those in the control group (P <0.05). The proportion of grade A and grade B healing in the observation group was higher than that in the control group, and the proportion of grade C healing was lower than that in the control group (P <0.05). The appearance satisfaction of the observation group was 93.33%, which was higher than 73.33% of the control group (P <0.05). Conclusion The effect of continuous nursing service based on WeChat platform for obese parturients undergoing cesarean section is good, which can promote wound healing, reduce scar condition, and has positive significance for improving appearance satisfaction.