Boku has announced an expansion of its service that will bring direct carrier billing to Windows Store customers in the U.K. and Italy, according to a company press reelase.

As part of a Microsoft integration with Boku, Windows 10 customers in the U.K. using the O2 network and those in Italy using Wind will be able to use their mobile account as a payment option when making purchases in the Windows Store. Customers in these markets can make purchases across the full range of Windows 10 devices, including mobile phones, tablets, PCs or laptops, according to the announcement.

"Microsoft is a superb partner for Boku, and our relationship has been made even stronger with the addition of U.K. and Italy," Jon Prideaux, CEO of Boku, said in a statement. "In a matter of months, our agreement with Microsoft has expanded from one major developed market to five, and covers all Windows 10 devices; from phones and tablets, to desktop computers. This rapid expansion, with much more to come, is proof positive that carrier billing is becoming the world's preferred alternative payment, regardless of consumer access to credit or bank cards."