mMitra is a program that provides free voice messaging service in urban India. It provides culturally appropriate comprehensive information in a timed and targeted manner on preventive care and simple interventions to reduce perinatal mortality and morbidity directly on the mobile phone of the pregnant woman at her preferred time slot in the day. Every week/twice a week/monthly (as appropriate), voice messages specific to the gestational age of the fetus or age of the child are sent to the woman at no cost. These voice messages are delivered to the mother from the 2nd month of her pregnancy till the 1st year of her child’s life.

The frequency of messages is as follows:

• Pregnancy: twice a week
• First week after birth: daily
• Second week after birth until three months after birth: twice a week
• Fourth month after birth until end of first year of child’s life: weekly

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