Mohan, D., Bashingwa, J.J.H., Scott, K., Arora, S., Rahul, S., Mulder, N., Chamberlain, S., Lefevre, A.E. Optimising the reach of mobile health messaging programmes: an analysis of system generated data for the Kilkari programme across 13 states in India, BMJ Global Health, 6, art. no. 009395.