In keeping with the suggestion that tailoring and personalisation of mHealth programmes encourages behaviour change [31] the text messages are tailored to participant’s gestational week, name and behaviour goal. Text schedules are also tailored to participant’spreferred frequency of self-monitoring and goal checking (for example, weekly or fortnightly) and time of day (for example, early or late morning). Two-way texting is used for the goal checking and weight reporting, which requires participants to respond to the message triggering an automated tailored response from the software. The texting component links participants to the website and Facebook® page.