VillageReach, Airtel Malawi and the Malawi Ministry of Health (MoH) operate Chipatala cha pa Foni (CCPF) or Health Center by Phone, a social and behavior change communication innovation designed to increase health care-seeking behavior for the poor underserved rural communities. CCPF has two main components: a toll-free hotline staffed with health workers who provide MoH protocol-based health information and the “tips and reminders” mobile messaging service provides weekly tailored text or voice messages. CCPF extends the reach of the health system, via mobile phone, to Malawian population living in rural and underserved areas. Users of CCPF have come to trust and demand the service, noting the ability to access health information from home and saving time and personal costs, associated with a trip to the health center, as key benefits. They are then equipped with the knowledge to make an informed decision on whether and where to seek care. A 2013 evaluation found that CCPF has a statistically significant impact on MNCH knowledge and behavior. CCPF users showed statistically significant improvements in a number of maternal and child health indicators. Since then, ongoing caller analytics are monitored monthly, informing improvements on community outreach, customer service, geographic scale and service expansion. Based on this evidence, the Malawi Ministry of Health’s Reproductive Health Directorate and Integrated Management of Childhood Department endorsed CCPF and stated their desire to see the program scale nationally. In addition, VillageReach has entered a long-term partnership with Airtel, Malawi’s leading mobile network to provide a zero-rated service, expand CCPF’s district coverage and marketing, and broaden its health focus from maternal and child health related issues to other health related issues.