Introduction: Retention of children over the age of one has been identified as a significant concern to the Special Supplemental Nutrition Program for Women, Infants, and Children (WIC) in the state of Colorado. In order to address retention concerns, the Colorado WIC Program has been piloting the Texting for Retention Program (TFRP) since early 2015. Approach: The TFRP is an innovative, research-driven approach aimed at “Millennial Moms,” women aged 18-34, who are technologically savvy and rely substantially on mobile devices. These women made up 85.5% of WIC participant mothers in 2014. The TFRP addresses a primary barrier to child retention in the WIC program, specifically remembering to schedule and attend appointments, and encourages retention by delivering information about the benefits of WIC participation through text message. This pilot was evaluated using a matched groups design. Pre- and post-TFRP retention outcomes were compared among a sample of WIC clinics receiving the basic texting innovation, an augmented texting innovation, and a matched control group. Results: Over the first three months of the pilot, 553 participants that otherwise would have left the program were retained, and clinics receiving the innovation had a 40.6% increase in reinstatements. Discussion: The TFRP has effectively utilized communications technology to improve public service provision. Initial results suggest that the program has had an overall positive impact on WIC retention, and could significantly improve Colorado WIC retention in the long term. The TFRP could be considered in other states where retention in WIC remains a concern.