BackgroundLittle is known about text messaging’s impact on child retention in the Special Supplemental Nutrition Program for Women, Infants and Children (WIC). ObjectiveThis study aimed to evaluate the impact of WICBuzz, a WIC agency drip marketing texting campaign, on retention and participation compared to a comparison WIC agency and to assess WIC participants’ perceptions of the campaign’s added value. DesignA quasi-experimental design, with pre- and post-implementation measurement, was used to compare innovation and comparison groups’ outcomes. Outcome evaluation integrated quantitative analysis of WIC management information system data and survey data of WICBuzz recipients’ perceptions. Participants/settingData obtained for baseline (2019 calendar year) and implementation periods (March 1, 2020-February 28, 2021), included WIC participation for children who were WIC active at the beginning of each period. WIC agency sample sizes were 6,780-7,452 children from 5,189-5,832 households (baseline) and 4,599-5004 children from 3,186-4,297 households (implementation). InterventionWICBuzz, a drip-marketing text message campaign with targeted nutrition education and WIC brand awareness messages was the intervention. The comparison agency received standard WIC care. Main outcome measuresMain outcome measures included: recertification (re-enrollment during the implementation period), timely recertification (within 60 days of prior certification’s termination), retention (WIC active at the study period’s end), household WIC participation (continuous benefit issuance), and WICBuzz recipients’ WIC perceptions. Statistical analyses performedStatistical analysis included propensity score weighting and difference-in-difference modeling. Thematic analysis using a deductive approach was used to analyze the process evaluation findings. ResultsWICBuzz’s impact on outcomes included 6.7% (95% CI: 3.8%, 9.5%) higher recertification, 7.4% (95% CI: 4.5%, 10.3%) higher retention, and 10.9% (95% CI: 8.0%, 13.8%) higher participation compared to the comparison agency. Most WICBuzz recipients reported added value regarding WIC knowledge and perceptions. ConclusionsWIC text message campaigns can improve participation and retention and improve participant perceptions of WIC’s value.