Hi @daniel12
Welcome back to Auth0 Community.
My understanding is that we cannot currently pass arbitrary parameters into the passwordless email template but we can use what is already available, see here for possibilities https://auth0.com/docs/customize/email/email-templates/email-template-descriptions
I think given your use case, it might be worth looking into Organisations as this works well with the B2B scenario. You can configure passwordless with the New Universal Login quite easily https://auth0.com/docs/authenticate/passwordless/passwordless-with-new-universal-login#enable-passwordless-for-new-universal-login I believe this is a requirement to use Organizations.
Once the above is configured, users will login in the context of an organisation and this will give you the ability to pull in the organisation name into your email template from within the email passwordless connection like so:
Which produces:
I hope this helps you.
Warm regards.