The company works with online merchants in the software, social applications, casual games, online services, and retail industries, claiming to rely "on a web of business relationships to give consumers free goods, as long as they buy something else from a long list of well-known online stores.”[1] TrialPay's payment platform presents online shoppers with advertising offers as a way to pay for goods or services.

The system attempts to provide benefits for each party: online stores may make more sales from their current traffic, advertisers might acquire new customers on a pay-for-performance basis and shoppers get a free product with every purchase.

[S]ince these offers come at exit points, companies are saving lost sales.”[1] PC World analyst Yardena Arar, however, noted that the service made her feel like it encouraged people "to get products they don't need by trying out other products they don't need."

She also found that in some cases the company exaggerated the actual benefits a consumer would receive.

In a press release detailing the acquisition, Visa described TrialPay as "a simple, cost-effective way to help merchants acquire customers, drive traffic, and increase sales by reaching Visa cardholders with targeted offers.