1. A method of dynamically verifying and applying an end-user benefit, the method comprising: processing a payment device of a user at a point of sale device, the payment device including a unique identifier that identifies an entity issuing the payment device, wherein the unique identifier is separate from an account number associated with the payment device; determining if the user is entitled to a benefit based on the identity of the entity, wherein determining if the user is entitled to the benefit comprises determining, based on the unique identifier, whether to query a device associated with the entity issuing the payment device or a device associated with the point of sale device; prompting the user to accept or decline the benefit if the user is entitled to one or more benefits; and providing the benefit to the user if the user accepts.