Payless coupon holders are in for a rude awakening as Kroger plans to begin phasing out all of its payless retail business.

The retail giant announced on Thursday that it would be ending the practice, which has been in place for over two decades. 

The news comes amid growing pressure from consumer groups to end the practice that allows pay-by-phone, mail order and other small-business customers to pay with their smartphones and pay by credit card.

Kroger CEO Brian Niccol said the decision to end payless business was made in response to “growing consumer interest” in the practice.

“As we continue to evolve our payment options, our customers will be able to shop at Kroger, with or without a credit card, with no further payment required,” he said.

“The payless program has been the gold standard for small businesses for years, but as we’ve said time and time again, we’re evolving.

This change reflects that as we look to be more relevant in the world of online commerce, Kroger is evolving as a retail brand.” 

Kroger plans a phased-out of payless sales.

The grocery chain said it will be ending all pay-as-you-go sales by the end of the year, including the use of cash, checks, and debit cards.

The chain also will be removing the ability to make monthly payments to pay for items through pay-check or gift cards, as well as pay-on-demand payment options like Amazon Prime and PayPal. 

It is unclear whether Kroger will retain its pay-only service as it does with other Kroger brands, such as Target, Whole Foods Market, and Baskin-Robbins.

Krogreens’ chief operating officer, Jeff Stiles, told reporters the company is committed to making payments with its payphones and other methods. 

“We’ve had some pretty tough times,” Stiles said. 

Pay-on­demand is a new type of payment service offered by companies like Uber and Stripe. 

Kraft said in a statement that it will also be ending its payphone program in the United States and Canada. 

At Kroger’s U.S. retail locations, customers who want to make payment by pay-via-payphone must sign up for the service, pay for their purchases with their payphone or credit card and pay for it with a check or debit card. 

In the United Kingdom, customers can pay with credit card through the British Post.