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Largely run by conservative Christians, the centers say they offer what Roland Warren, head of Care Net, one of the largest pregnancy center organizations, described as "a compassionate approach to this issue."

As they expand, they are adding on-call or on-site medical personnel and employing sophisticated strategies to attract women, including Internet search optimization and mobile units near Planned Parenthood clinics.

"They're really the darlings of the pro-life movement," said Jeanneane Maxon, vice president for external affairs at Americans United for Life, an anti-abortion group. "That ground level, one-on-one, reaching-the-woman-where-she's-at approach."

Pregnancy centers, while not new, now number about 2,500, compared with about 1,800 abortion providers. Ms. Maxon estimated that the centers see about a million clients annually, with another million attending abstinence and other programs. Abortion rights advocates have long called some of their approaches deceptive or manipulative. Medical and other experts say some dispense scientifically flawed information, exaggerating abortion's risks.

Jean Schroedel, a Claremont Graduate University politics professor, said that "there are some positive aspects" to centers, but that "things pregnant women are told at many of these centers, some of it is really factually suspect."

The centers defend their practices and information. "Women who come in are constantly telling us, 'Abortion seems to be my only alternative and I think that's the best thing to do,' " said Peggy Hartshorn, president of Heartbeat International, which she described as a "Christ-centered" organization with 1,100 affiliates. "Centers provide women with the whole choice."

One pregnant woman, Nasya Dotie, 21, single, worried about finishing college and disappointing her parents, said she was "almost positive I was going to have an abortion."

A friend at her Christian university suggested visiting Care Net of Central Texas. She met with a counselor, went home and considered her options. She returned for an ultrasound, and though planning not to look at the screen, when a clinician offered, she agreed. Then, "I was like, 'That's my baby. I can't not have him.' "

Thirteen states now provide some direct financing; 27 offer "Choose Life" license plates, the proceeds from which aid centers. In 2011, Texas increased financing for the centers while cutting family planning money by two-thirds, and required abortion clinics to provide names of centers at least 24 hours before performing abortions. In South Dakota, a 2011 law being challenged by Planned Parenthood requires pregnancy center visits before abortions.

Cities like Austin, Baltimore and New York have tried regulating centers with ordinances requiring them to post signs stating that they do not provide abortions or contraceptives, and disclosing whether medical professionals are on-site. Except for San Francisco's, the laws were blocked by courts or softened after centers sued claiming free speech violations. Similar bills in five states floundered. Most legal challenges to "Choose Life" license plates failed, although a North Carolina court said alternate views must be offered.

Some observers say harsh anti-abortion statements from the 2012 elections may also benefit pregnancy centers.

"Do you want some individual politician talking about rape, or some woman who says, 'I care about you'?" Dr. Schroedel said.

Conservatives like Rick Santorum, during his presidential campaign, and the Texas governor, Rick Perry, have praised pregnancy centers.

Some centers use controversial materials stating that abortion may increase the risk of breast cancer. A brochure issued by Care Net's national organization, for example, says, "A number of reliable studies have concluded that there is an association between abortion and later development of breast cancer."

Dr. Otis Brawley, the American Cancer Society's chief medical officer, who calls himself a "pro-life Catholic," said studies showing abortion-breast cancer links are "very weak," while strong studies find no correlation.

Other claims include long-term psychological effects. The Care Net brochure says that "many women experience initial relief," but that "women should be informed that abortion significantly increases risk for" clinical depression, suicidal thoughts and behavior, post-traumatic stress disorder and other problems. An American Psychological Association report found no increased risk from one abortion.

With largely volunteer staffs and donations from mostly Christian sources, centers usually offer free tests and ultrasounds, services that clinics like Planned Parenthood charge for. They offer advice about baby-rearing or adoption, ask if women are being pressured to abort, and give technical descriptions of abortion and fetal development. Many offer prayer and Bible study.

Mr. Warren, who described Care Net as a "Christian faith-based organization" with 1,100 affiliates, likened the centers' new strategies to his experience working at Pepsi. "The end result was to put liquid into someone's stomach; we talked about it as 'share of stomach,' " he said. "The work that centers are doing, it really is a lot around 'share of mind.' "

Internet search optimization services are hired to float centers' names up when people search for abortion. Some no longer call themselves "crisis pregnancy centers," believing "crisis" makes women feel victimized. Many locate near abortion clinics.

"Watch CVS, where do they go? They go where Walgreens is," said Bridget Van Means, president of Thrive St. Louis, which parks a van across from Planned Parenthood.

Tova Tenenbaum, 24, entered Thrive's van for pregnancy and sexually transmitted disease tests, thinking it was Planned Parenthood until a form asked "what my relationship was with Jesus," she said. She stayed for test results (negative) and to be polite, "but I had the feeling I'd been duped," she said, adding that a counselor promoted abstinence with misinformation like "condoms have holes in them." Thrive and other centers say they provide accurate information.

Waco's Care Net posts signs listing phone numbers but no name across from Planned Parenthood: "Pregnant? Considering abortion? Free services." And "Change your mind? Get your ultrasound $$ back!" (Texas requires abortion providers to give ultrasounds at least 24 hours before abortions.)

Another strategy, said Waco Care Net's chief executive, Deborah McGregor, is keeping distance from brasher anti-abortion groups, like Pro-Life Waco, whose van outside Planned Parenthood reads: "Abortion. One heart stops. Another heart breaks."

"They put their signs up near ours across from Planned Parenthood, and sometimes we take them down," said Ms. McGregor, saying signs removed before a reporter's visit reflected that regular cleanup. "We don't want to be seen as not affirming what these groups do. But we don't want to offend anyone."

National pregnancy center organizations are trying to reach black and Hispanic women. Heartbeat International's Urban Initiative Web page quotes John Piper, a minister: "O that the murderous effect of abortion in the Black and Latino communities, destroying tens of thousands at the hands of white abortionists, would explode with the same reprehensible reputation as lynching."

Pregnancy centers are not women's health clinics. Medical services at Waco's Care Net are pregnancy tests and ultrasounds, given to 2,500 women in 2011.

That year, Waco's Planned Parenthood performed 15,575 Pap smears, breast exams and other services, and, in a wing required to be separate, 445 surgical and 414 medication abortions.

Ms. McGregor said 94 percent of women receiving ultrasounds decide against abortion. "It goes from a baby to my baby," she said. "If they are abortion-minded or abortion-vulnerable, we automatically offer ultrasound."

Her center's checklists consider a woman "abortion-minded" if she "has an abortion scheduled regardless of how tentative she seems" or asks questions like " 'How much does an abortion cost?' " An "abortion-vulnerable" woman "by continuing her pregnancy faces obstacles that she may feel incapable of handling or unwilling to experience."

Women await pregnancy test results in a comfortable room, which Waco's center painted bold eggplant, turquoise and olive after surveying local college students about favorite colors.

Forms, which say Care Net does not provide abortions, include abortion-related questions and religious check-offs: Christian, Christian (Catholic), None, Other, Wicca. Another question is "Would you like our Christian counselor to pray for you today?" If clients say yes, outcomes like "profession of faith" or "not a believer" are recorded. To receive state money, center must hold religious activities elsewhere.

All Waco clients receive nonreligious "options counseling" from volunteers, staff or a licensed counselor who had an abortion.

Planned Parenthood's building looks like the medical clinic it is. It distributes information on prenatal care and adoption, among other things, but does not offer emotional counseling. "We're our patients' medical provider," said Katie Wolfe, the health educator, "not their emotional support."

Amanda Hall met Care Net's definition of "abortion-vulnerable." Twenty-five, pregnant with her second child, her husband in jail, she was facing eviction.

Although uncomfortable about abortion, she checked "undecided," saying, "I can't support two kids."

Care Net let her stay in a house Ms. McGregor owns, found her a job, negotiated debt payment plans, offered Bible study and other classes. She gave birth in March.

"Everybody here," she said, was "like a different family."