Really, you can pay anyone or any company. We just need your biller's contact info so we don't get into trouble when we pay your bills; why? FinCEN regulations. This is only temporary until everything is worked out in our backend, and the paperwork that is going to take some time to process is processed.
I see that has changed:
Who can I pay using BillPayForCoins?
Until we expand further, any payments that you wish to pay through BillPayForCoins.com must be to a Biller located in the United States and the payment must be for rent or for a Supplier.
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http://www.billpayforcoins.com/faq.php