An editorial notes that the researchers acknowledge they have taken a simplistic approach to messaging patients, which may not have been designed to take account of the many dimensions of messaging and their potential impact on delivery and acceptance. In addition, as the control arm got effective and high quality care through conventional therapy, this leaves little room for improvement. For the time being, it urges readers not to draw generic conclusions either way on the effectiveness of mobile health messaging, noting that the WHO has recognised the potential of mobile technology in its recommendations for using mobile messaging to reach out to patients, encourage adherence, and improve health. The author calls on researchers to develop a body of literature exploring what makes a mobile health message effective or ineffective to guide ongoing implementation of messaging systems.