An earthquake measuring 5.8 on the Richter scale has killed at least 37 people and injured hundreds of others, destroying buildings and infrastructure.
The epicentre of the earthquake was close to the city of Mirpur, in Pakistan-administered Kashmir, close to the city of Jhelum.
Buildings were destroyed and hundreds of people have been taken to hospital.
It is thought that at least 37 people have died as roads and the country's infrastructure was badly damaged, but the death toll could increase.
Pakistan's military said "aviation and medical support" teams had been dispatched to the area.
People living in Lahore and Islamabad ran into the street as the quake's tremors reverberated through the area.
Prime Minister Imran Khan, in a tweet, offered condolences to the victims' families and said he had directed the government to "quickly offer relief and assess damage."
Walls collapsed and houses tumbled to the ground as large cracks appeared in the road following the tremor.
The Khasmir region is a disputed and troubled territory with separate regions for Pakistan and India. There were reports from the village of Sahankikri of all 400 houses being affected.
In a televised address, Sardar Gulfaraz, the deputy inspector general of police in Mirpur, said at least 19 people had died more than 300 were wounded.
Roads, mobile phone towers and electricity pylons have been badly affected by the earthquake.
In October 2015, a 7.5 magnitude quake in Pakistan and Afghanistan killed almost 400 people in challenging terrain that hampered relief efforts.
District commissioner Muhammad Tayyab said they had dispatched survey teams to the area to collect details of the victims.
Pakistan's National Disaster Management Authority (NDMA) is bringing 200 family-sized tents, kitchen sets, blankets and 50,000 bottles of water to help those affected.
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