During the 1990s, Elisa Wells and Francine Coeytaux were part of the team that successfully managed to get Plan B, or the morning after pill, approved by the FDA for over-the-counter sale.
[5][7] In 2018, Plan C played a significant role in the launch of the CHAT study (California Home Abortion by Telehealth) in which researchers at the University of California, San Francisco conducted a study to gain a deeper understanding of the experiences of individuals who utilize virtual clinics that serve patients throughout the United States.
[8] This study was a crucial step towards not only normalizing telehealth services and online access to pills but also in documenting and researching their effectiveness and safety, and validating them as a viable option for individuals seeking reproductive healthcare.
[12] During this time, Plan C issued a "call to providers" to inform the medical community of the growing need and the opportunity to serve patients by offering telehealth abortion services.
[5] Due to increased competition among providers to appear in the first few results of Plan C' Guide, the costs for abortion pills by mail without clinician consultation decreasing to $25-28 in 2024.