Given the high prevalence and associated health impost of excess GWG and the high cost of most existing interventions, a new paradigm for healthy GWG promotion is required. The design of an appropriate mHealth intervention to promote healthy GWG building on rigorous scientific development, evaluation, and evidence has the potential to enhance meaningful innovation and best practices. Consistent with recommendations this must be grounded in health behaviour theory, incorporating known mediators for health promotion behaviour, with an adequate sample size to assess feasibility for translation to public health settings [15,23,31].