Even though 9.1 million women use birth control pills, more than 19 million women of reproductive age live in so-called contraceptive deserts with limited access to a publicly funded provider who offers contraception. And one-third of women at risk for unintended pregnancy who try to obtain a prescription for birth control report having had trouble doing so.

Not only would an OTC birth control option increase access and save time spent on travel and doctor’s appointments, especially in rural areas with few providers, but researchers also anticipate it would reduce unintended pregnancies by 7% to 25%.

There are currently more than a dozen startups — including Pandia Health, PRJKT RUBY, Choix, and Favor — offering prescriptions to birth control virtually. But most don’t accept insurance, and the required virtual medical consultation can cost between $15 and $59. If the prescription requirement is dropped, these companies are well positioned to make obtaining the pill easier and more affordable, even if it means less revenue.