Wi-Fi P2P has been deployed extensively in mobile devices. However, Wi-Fi P2P is not efficient because it requires an IP layer connection for transmitting even short messages to nearby devices, especially in high density or highly mobile environments owing to the fact that a user on the move has difficulty selecting service-available devices, and a user device has to frequently connect to and be released from nearby devices. This paper proposes a new messaging framework that enables application-level messages to be exchanged between nearby devices with no IP layer connectivity over Wi-Fi P2P. The pre-association messaging framework (PAMF) supports both broadcast and unicast transmission to maximize the delivery success rate, considering the number of peers and messages. Evaluations of PAMF conducted under real scenarios show that application-level messages can be exchanged within a few seconds, with high success rate. PAMF provides high portability and extensibility because it does not breach the Wi-Fi P2P standard. Moreover, the demonstrations show that PAMF is practical for new proximity services such as local marketing and urgent messaging.