MIT Challenge mMitra aims to reduce maternal and child mortality in rural India through mobile phone messages. It will send weekly/monthly text, voice, and animated messages on preventive care and emergency interventions to pregnant women and mothers of children under 5. These culturally appropriate messages in local languages will be developed based on clinical evidence and user feedback. An initial study in 100 villages will test the impact of messages focused on the perinatal period and first month after birth, with the goal of eventually reaching over 5,500 villages across 8 states in India. Revenue from government, organizations, and advertising is estimated to be over $196,000 per year after 6 years of operation.