The World Health Organization’s comprehensive antenatal care guideline, WHO Antenatal Care Recommendations for a Positive Pregnancy Experience, was published in 2016 with the objective of improving the quality of routine health care that all women and adolescent girls receive during pregnancy. The overarching principle—to provide pregnant service users with a positive pregnancy experience—aims to encourage countries to expand their health care agendas beyond survival, with a view to maximizing health, human rights and the potential of their populations.