I don't think you can do this without upgrading to a business account.
In the past, PayPal Premier accounts could be used to accept payments for your store. PayPal now requires that merchants adding PayPal to their store either sign up for, or upgrade to a PayPal Business account, which will allow you to operate under a business name for the same fees. When your shoppers view payment pages on PayPal during checkout and receive payment notices from PayPal, your business name registered with PayPal will appear in the "Pay To" field.
I'd be interested in what others might have to say about this though.
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