An iPhone app mapping nearby abortion clinics, called Cara, dates back to late 2016, the New York Times reports. It was created in response to accusations that some crisis pregnancy centers presented themselves as abortion providers when one of their goals is to dissuade women from performing abortion.
Pro-abortion rights advocates have also objected to internet search algorithms that sometimes take women seeking abortions to crisis pregnancy centers.
Planned Parenthood itself is in a time of tumult.
In July the board of the Planned Parenthood Federation of America fired its president, Dr. Leanna Wen, only eight months after she took over the role.
Wen said there were philosophical differences over the direction of the organization. She saw the organization as a health care organization "with advocacy as a necessary vehicle to protect rights and access." She contended her critics on the board aimed "to double down on abortion rights advocacy."
The debate about whether Planned Parenthood's public image should be that of a health care provider or abortion advocacy group comes as cuts in funding and abortion restrictions in dozens of states across the country have put the organization on the defensive.
In addition, a rule under the Trump administration prevents Title X fund recipients from performing or referring for abortions. It bars abortion clinics from sharing facilities with entities that receive Title X money.
Planned Parenthood stands to lose about $60 million in federal funding as a result of the rule.
Since 2015, Planned Parenthood has also faced increased scrutiny following the release of a series of undercover videos in which executives at the organization and leaders in the National Abortion Federation appear to be discussing the transfer of body parts from aborted babies for money, a practice that would violate federal law.
In response to the controversy over the videos, Planned Parenthood and its supporters launched a multi-million-dollar publicity campaign.