Boku, a mobile payments company that works with Facebook and Sony, thinks text messaging can help magazine publishers boost their subscription revenue.

If nothing else, it might cut down on the number of subscription notices — otherwise known as “blow in” cards — tucked inside magazines.

The San Francisco-based startup said Thursday that it’s partnering with U.K. publisher IPC Media — owner of titles such as NME, Wallpaper and Horse & Hound (yes, it’s a real magazine) — on a mobile-payment system that allows consumers to subscribe to magazines via text message and charge the subscription to their phone bill.

Here’s how it works: Print ads direct would-be subscribers to text a code to a number. They receive a confirmation text in response, directing them to a registration page on a mobile website. The subscription is then charged to the person’s phone bill, or deducted from a prepaid balance.

IPC Media captures the subscriber data, such as name, address and email, according to Ray Ramillosa, VP-marketing at Boku.