Bravo said Thursday it made a deal with PayPal Mobile that will allow viewers to use their cellphones to buy products featured on Bravo shows while watching those shows.

The new Text to Buy service will launch on Bravo April 12 with the channel’s original reality series, “Top Chef.” The network will later launch a “Top Chef” online store on BravoTV.com.

This is the latest in a series of digital programming extensions developed by Bravo, part of NBC Universal.