Product naming guide

We use descriptive names for our products. This helps make their uses intuitive for our customers. Over time, a consistent naming system helps build our brand, improves our customer’s experience, and makes it easier for internal teams select an appropriate name.


Remember that naming is not the same as branding. Twilio is our brand and ‘Messaging’ is a Twilio product.

Describing, naming, and branding

Describing, naming, branding

Generally, we aim for a product name that is more likely to be intuitive to a customer. Consider how you naturally describe the product in conversation. Avoid unique and proprietary names that require new education or trademark protection.

Naming types

name types.png

Descriptive Names

  • Our sweet spot
  • Easily understood
  • Simple and inexpensive to implement

Proprietary Names

  • Only a good idea in rare cases
  • Requires new education to understand
  • Need to be protected with a trademark
  • Name may not fit within our brand
  • Consider when pursuing a new, completely different market (Flex)
  • Consider when introducing a proprietary technology with plans to patent



When an official product name is selected, please do not refer to the product using the original working name.

  • Use a name that is descriptive and intuitive
  • Consider whether a customer will need education to understand
  • Consider each name as part of our brand system
  • Do not use propietary names except in rare cases
  • Do not use working names to refer to products
  • Do not use a name that does not fit within our brand system