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I've had no luck with paypal customer support on this one, they just refer me to the user guide which only details how to use an image.
If you want to make any further customization to the pages, you would need to create a custom page style in your Profile. However, the custom page styles do not allow you to enter custom text. You can supply an image (which could include your business name and logo, for example) to use in the header, plus you can apply page and header background colors.