These researchers developed a culturally tailored text message-based maternal health programme (TextMATCH: Text for MATernal and Child Health) for Māori, Pacific, Asian, and South Asian families living in New Zealand. Over an 18-month period, TextMATCH enrolled 1,404 participants; 260 (18.52%) actively opted out at some point (after 0 to 17 months of messages). A total of 356 participants actively switched from the initial pregnancy programme to the baby programme after delivery. After 18 months of implementation, telephone interviews were conducted with 29 participants, including 6 who had withdrawn (duration of programme from 3 to 16 months). Only 2 participants reported that the programme was not useful; the remainder indicated that the messages were very useful (average rating of 4.24 out of a score of 5). All participants stated that the messages were relevant, culturally appropriate, and easy to understand. Most were happy with the specific advice and the language options provided.
