Mountain View, Calif. - TrialPay, a provider of alternative payment technology that offers free products and services when consumers agree to accept advertising, has raised $12.7 million in its second round of funding.

Investors included Atomico Ventures, Index Ventures, Battery Ventures and former PayPal executives.

Mountain View, Calif.-based TrialPay now claims 5.2 million registered users for its service, and works with over 3,000 merchants, including McAfee, The Wall Street Journal, Fandango and Skype.

The company offered this example to describe its service: "If a customer isn't quite sold on a software title, he or she could get that software for free by sending flowers from FTD.com, signing up for Blockbuster Total Access or buying $50 worth of clothes at Gap.com.

TrialPay pays for the software using revenue from the advertiser, and the customer gets a free license."

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