A method, which comprises determining a logical identifier used for communication over a network portion managed by a service provider and transmitting to a computing apparatus adapted to effect online transactions involving a payer and a payee an indication of the service provider having agreed to act as the payer for at least one online transaction requested by a requesting device that uses the logical identifier. Also, a method, which comprises determining a logical identifier used to identify a device during a request for an online transaction; identifying, based on the logical identifier, a third party that has agreed to act as a payer for the online transaction; providing a user of the device with an opportunity to confirm the third party as the payer for the online transaction; and completing the online transaction based on input from the user.