A system, method, and computer program product for dynamic application selection for payment transactions determines identification data of an issuer institution associated with a portable financial device based at least partially on transaction data associated with at least one transaction at a merchant with the portable financial device. At least one electronic service application of a plurality of electronic service applications is determined based at least partially on the identification data of the issuer institution. Electronic service application data associated with the at least one electronic service application and stored in association with the issuer institution is accessed at a merchant system of the merchant. The at least one transaction is modified based at least partially on the electronic service application data associated with the at least one electronic service application. An authorization response message is received after communicating an authorization request message associated with the at least one modified transaction.