Salient Features
- It is a Mobile Health (m-health) initiative.
- It is a centralized interactive voice response (IVR) based mobile health service.
- Women who are registered in Reproductive Child Health (RCH) portal based on the woman’s LMP (last menstrual period) or the child’s DoB (Date of Birth), receive a weekly call with pre-recorded audio content directly to the mobile phones of pregnant women and mothers with children under the age of one year.