Registration information is obtained for a plurality of businesses, including the business name and a payment card account number for a payment card account in which the given business can receive payments from customers via a special payment transaction over a payment card network. An electronic bill payment system instruction including at least an amount and a unique biller identifier is obtained. A biller directory, including the registration information and the unique biller identifiers, is accessed based on the unique biller identifiers in the instruction, to retrieve the payment card account number. A payment is initiated to the business via the special payment transaction over the payment card network, based on the retrieved payment card account number.