SummaryFor the rising number of vehicles, and the advancement of communication and computation technologies, the perception of Internet of Vehicles (IoV) is introduced. It is utilized to capture vehicle‐based information that includes road description, road congestion, vehicle speed, and location. However, this information is important, and it showed more benefits in different ways, like route selection and message dissemination. IoV is the self‐structured network composed with vehicles lies in the road and the road side units (RSUs). It offers Infrastructure‐to‐Vehicle (I2V), as well as Vehicle‐to‐Vehicle (V2V) data transmission mechanism for transmitting service messages. To reliably broadcast the service information to the intended recipient in the IoV network still faced issues. Hence, an efficient service message transmission protocol is developed using the proposed fractional mayfly optimization algorithm (FMA) for selecting the relay vehicle and cooperative vehicle for transmitting service messages to the destination vehicle from RSU through the process of I2V and V2V scheduling. The RSU selects the relay vehicle for every service message using the proposed algorithm and allocates the cooperative vehicle by RSU for scheduling V2V transmission. The simulation results showed that the proposed scheduling method obtains the best channel quality indicator (CQI), delay, distance, packet delivery ratio (PDR), and throughput value of 0.92 for 150 vehicles and 0.005891, 6.060731, 83.45%, and 171.50 Mbps for 100 vehicles.