TrialPay is an alternative e-commerce payment system that works according to the “Get It Free” payment model, in which consumers get an item for free from a participating merchant by completing an offer – buying or trying out a product or service – from a TrialPay advertiser.

The company works with online merchants in the software, social applications, casual games, online services and retail industries, relying "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.”

TrialPay's payment platform presents online shoppers with advertising offers as a way to pay for goods or services. Shoppers sign up for a trial or purchase a product from an advertiser to receive a free product. The system tries to provide benefits for each party: online stores make more sales from their current traffic, advertisers acquire new customers on a pay-for-performance basis and shoppers get a free product with every purchase.

IDC Analyst Dana Gould says, “This is a [...] unique animal. [S]ince these offers come at exit points, companies are basically saving lost sales.” PCWorld analyst Yardena Arar, however, noted that the service made her feel like it encouraged people "to get products they don't really need by trying out other products they don't really need." She also found that in some cases the company exaggerated the actual benefits a consumer would receive.