This article evaluates the strategy of using mobile phones as a tool for promoting maternal, newborn and child health (MNCH) in developing countries, using Egypt as a case study. Information presented in this article is based on a qualitative study conducted by the author in Minia Governorate, Egypt in 2002-2003, and uses a framework developed for the UK Partnership for Global Health and the Nuffield Trust in 2002 entitled "Integrating Information and Communication Technology to Improve Global Health: A Conceptual Framework".