Woman's Choice has three peer counselors who "offer support services to women who are pregnant, maybe facing an unplanned pregnancy, not sure what to do," Jacob said.
"We're there to show them that there are other options, not just abortion," Jacob said. "When a woman walks into an abortion clinic, more often than not, the choice that they get is abortion."
That's a charge that Lewis vigorously disputes.
"We're a provider of family planning, breast and cervical cancer screenings, pregnancy-support services, as well as abortion services, Lewis said. "Not only do we inform women of all their options, we try to offer a comprehensive set of programs to support women in their options."
Woman's Choice does not offer medical services (although it plans on offering ultrasounds in the future) and its three volunteer counselors -- one of whom is a nurse -- are not professionally licensed or credentialed. They go through workshops with a local psychologist and take online training sessions provided by Heartbeat International, a Christian association with more than 1,000 anti-abortion pregnancy-center affiliates worldwide.
All Heartbeat International affiliates promise not to "advise, provide or refer for abortion" and to "encourage chastity as a positive lifestyle choice."
There are 46 anti-abortion pregnancy centers in West Virginia. Five are affiliated with Heartbeat International, and eight are in the Charleston area.
Woman's Choice, which is locally owned and operated, was known as Lifeline of Charleston for its first 25 years. In 2002, Lifeline changed its name to Woman's Choice -- to avoid confusion with other organizations called Lifeline, Chatting said.
Lewis said she suspects a more nefarious reason for the change.
"They've changed it to Woman's Choice, and my only conclusion is that that's part of a deceptive practice to get women in there because they're confused, thinking that they're going to a reproductive-health center," Lewis said.
Jacob said that the facility's intent is not to confuse but that employees are happy to serve women who call by mistake.
"Last time I checked," he said, "they haven't cornered the market on the word choice."
Reach David Gutman at david.gut...@wvgazette.com or 304-348-5119