The m-assist project was a World Health Organisation (WHO) funded randomised, controlled trial conducted by the University of Cape Town and Cell-Life to evaluate the use of mobile phones in Medical Abortion (MA). It aimed to assess whether the combination of information, self-assessment and support provided via mobile phones would reduce the need for follow-up visits by clients; enhance the experience of MA; reduce demands on MA providers; and increase post-abortion knowledge and uptake of contraception. Mobiles were used in 3 ways: to provide SMSs coaching women through MA; a self-assessment of abortion completion via mobile; and family planning information via SMSs, MXit and a mobisite called m.ichoosewhen.org.za.