Text4Baby, a text messaging reminder program for expectant moms, launched today with a White House announcement from Aneesh Chopra, the White House CTO. Coordinated by a mobile health information services provider, Voxiva, it provides three-times weekly health tips and reminders. Once initiated by the user, the text messages are provided at no charge for the next two years by 15 major cellular providers. There is a laundry list of ‘collaborators’ which include General Mills, Grey Healthcare Group and the Department of Defense. This is what was once called a ‘public service initiative’ and presumably will be measured and tested for effectiveness in outcomes, such as reducing infant mortality. Release on MobiHealthNews.