In the US there are plenty of bills paid via direct bank payment (bank id + account number) and I don't think visa can see that data.
But with this scheme they would have a more complete picture for every cardholder.
Additionally, there might be a transaction fee (smaller than a credit/debit card?)
also your water and power payments mean very little too them. they already have your zip code, and all your app and food and store purchases
People don't pay their mortgage/rent, their car payments or their utilities using their visa card.
In situations where it is possible to pay with a credit card, there is a transaction surcharge that is a multiple of any "points program" or cashback benefit.
they don't care about recurring payment for data they already have.