The text4baby initiative is a public-private partnership that seeks to address the rising U.S. infant mortality rate. The infant mortality rate in the U.S. is one of the highest in the industrialized world, and for the first time since the 1950s, that rate is on the rise. Each year, more than 500,000 babies are born prematurely and an estimated 28,000 children die before their first birthday—signifying a public health crisis. Text4baby is the first ever free mobile health service in the United States. It provides timely and expert health information via SMS text messages to pregnant women and new moms through their baby’s first year. Text4baby messages also connect women to local prenatal and infant care services and resources. Johnson & Johnson is a founding partner of text4baby along with the National Healthy Mothers, Healthy Babies Coalition,Voxiva, CTIA – The Wireless Foundation and Grey Healthcare Group (a WPP company). U.S. government partners include the White House Office of Science and Technology Policy and the Department of Health and Human Services. BabyCenter, LLC, a subsidiary of Johnson & Johnson, served as a development partner.