The "Text-to-Pay" service will launch across four titles initially - Women & Home, Marie Claire, InStyle and Ideal Home - and will allow users to subscribe by simply texting a keyword to a short number.

IPC hailed the new service, which eliminates the need for a subscribers to use a debit or credit card and instead charges the subscription fee to their phone bill or deducts the amount from their pre-paid balance.

It is expected to generate interest in print magazine subscriptions, "particularly among young, mobile-first customers".

IPC Media acting marketing director Beatriz Montoya said: "Our company is always looking to take advantage of technological innovation. Creating a solution with Boku that gives readers the ability to immediately subscribe using their phone has tremendous potential to grow our subscription business.

"Very soon our readers will start discovering keywords that they can subscribe with via insert cards, print ads and on the covers of their favourite magazines."