MomConnect celebrates a decade of mom and baby care

MomConnect this year celebrates the 10th anniversary of ensuring every pregnant woman and new mother, regardless of her background or language, has access to essential health resources and messages tailored to her specific needs.
This flagship programme of the National Department of Health aims to support maternal and child health using mobile technology.
Through MomConnect, pregnant women and new mothers receive free maternal health messaging via SMS or WhatsApp and can access a text-based helpdesk for ratings or queries.
Since its launch in 2014, almost five million mothers utilising public antenatal services have registered on the MomConnect platform in over 95% of public health facilities. Mothers receive health and pregnancy-related information until their baby is two.
They can use the platform to seek healthcare guidance through an automated chatbot or a human-operated text-based helpdesk.
In its 10 years of operation, several studies have proven MomConnect to positively impact health behaviours, which meaningfully contribute to the Sustainable Development Goals (SDG) of reducing the maternal mortality ratio and ending preventable deaths of newborns and children under five years of age.
The department also recognises the contributions of all stakeholders involved in MomConnect, including partner organisations, healthcare professionals, helpdesk operators and the mothers who have engaged and benefited from the programme.
Gauteng MEC for Health Nomantu Nkomo-Ralehoko, said the programme was launched with a vision to leverage mobile technology for better maternal and child health.
“This initiative has not only empowered women but has also made remarkable strides in reducing maternal mortality and promoting healthy practices.
“We are committed to reaching five million more mothers, working hand-in-hand with our partners, healthcare professionals and communities to ensure every mother has access to the vital support she deserves.”
A game changer for the MomConnect programme was the introduction of WhatsApp and the MomConnect Helpdesk, which not only provides access to critical information but also facilitates meaningful two-way conversations with health professionals offering more personalised support.
Reach Digital Health integrates personalised digital communication tools into government healthcare services, helping bridge the gap by providing crucial health information and services to underserved communities, such as maternal and child health, HIV/Aids support, immunisation and more.
The company has been the implementing partner to MomConnect for the Department of Health since its launch in 2014.Debbie Rogers, CEO of Reach Digital Health, congratulated the National Department of Health on this milestone.
“We are grateful for the collaboration and proud to have brought in key partners that have contributed to the country’s maternal and child health progress in such a significant way.
“Together we will continue to innovate, expand digital health services, empower mothers and impact our country and improve the health and social development of South Africans.
“The success of our recent AI integration on the platform shows us the huge potential to scale the impact of MomConnect and offer the best possible health information and experience for moms at their fingertips.”
Fast facts about MomConnect• MomConnect is a free service available in all 11 official languages, providing SMS messages in each of these languages. Additionally, WhatsApp support is offered in English.
• MomConnect users get access to valuable tips and information about caring for mom and baby. Messages cover topics like antenatal care and accessing care in labour, diet and nutrition, non-pregnancy-related infections, hypertension, newborn care, breastfeeding, immunisation and appointment reminders.
• Participation is entirely voluntary and pregnant women and new mothers can sign up at clinics nationwide.
• There are 288 051 monthly active users.
• An average of 40 000 inbound helpdesk messages and 38 000 inbound ‘Ask a Question’ messages are received each month, offering mothers supportive access to crucial information and guidance.
• Any MomConnect user can send a question to the helpdesk. An automated system suggests answers for frequently asked questions. Unanswered questions go to expert helpdesk operators at the Department of Health, who will address the unique circumstances presented.
• Users can send compliments or complaints about the service experienced at public health clinics. The Department of Health’s helpdesk operators will follow up on complaints.
• Key achievements include a high rate of antenatal care attendance, with 96% of mothers surveyed as part of a study, attending at least four High Antenatal Care visits.
• Improved vaccination coverage, with 89% of mothers surveyed confirming their babies received all six recommended vaccinations at six weeks old.
• The programme has also increased breastfeeding rates and provided essential family planning guidance, contributing to healthier outcomes for mothers and babies alike.
• The technological integration has continued to evolve, including the incorporation of responsible AI capabilities in 2023.
Alongside human engagement strategies, this AI integration will enhance and scale the programme, ensuring that health services remain efficient and effective in meeting the needs of mothers. Pregnant women and new moms can register with MomConnect by:
• Sending the word “join” on WhatsApp to 079 631 2456
• Dialing *134*550*2# (free)
• Note: You will need the relevant facility code from a nurse at a public clinic to finish the registration, as well as your estimated date of delivery.