Babee on Board, a new app launched for Apple devices today, is aiming to use technology to give pregnant women a helping hand while on the tube.
The two companion apps, which communicate via Bluetooth rather than the Internet, allow those who need seats to press an “alert” button.
This then sends a message to other app users in the vicinity.
The app with the alert function costs £3.99, a price introduced to avoid trolls hijacking the service. All profits are going to a children’s charity.
“We should be using our eyes [instead] but if you look around you, everyone whips out their phone as soon as they sit down,” said Hew Leith, Chief Executive of 10X – the firm behind the app.
“When we did user testing quite a few women said that early on in pregnancy, when they are not showing, is when they feel most ill and need a seat the most.
“But visibly you can’t see the bump and you can’t always see the badge because the trains get so busy,” he added.
And the National Childbirth Trust (NCT) said they were in favour of the app.
“Anything that helps women with a ‘baby on board’ to have a more comfortable journey can only be a good thing,” the NCT’s Elizabeth Duff told the BBC.
(Photos: 10x via BBC)