Have major advances in mobile technology and increased access to smart phones left you wondering if your SMS-based program is worth the trouble? We had the same question about Hookup – California Family Health Council's program that uses SMS technology to deliver weekly youth-developed sexual and reproductive health tips to youth subscribers and connect them to local clinics. The changing landscape of mobile technology inspired us to reevaluate the program, paying special attention to how California youth who were unfamiliar with Hookup viewed text-messaging as a way to provide them with confidential information and resources on their sexual and reproductive health. Session participants will discover why text-messaging continues to be an important platform to reach youth with sensitive health information, and how advances in mobile technology and expanded youth access to social media can be best utilized to increase program reach, impact and engagement.