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This editorial discusses form of delivery as a key'active ingredient'in behaviour change interventions. The form of delivery (FoD) is a vital part of any behaviour change intervention and not merely a by-product of operationalising theory and behaviour change techniques (BCTs). In this editorial, authors propose an initial definition of FoD, a framework in line with the definition and underline the importance of FoD in the design and testing of behaviour change interventions. However, this clearly requires further work. For instance, selecting mobile phone as the delivery channel leads to a multitude of additional features that will require decisions, which may all impact on intervention effectiveness.(PsycINFO Database Record (c) 2016 APA, all rights reserved)