Word List

This word list provides guidance on how, when, and whether to use specific words, as well as guidance on capitalization for product-specific terms.

Filter words

Word	Description
above	Avoid using directional language. It's confusing when read by a screenreader and is difficult for localization.
active	Avoid. Use 'on' or 'live' instead.
activate	Avoid. Use 'turn on' or 'enable' instead.
add	Use when the action is truly additive or the item is being added to a container (list, group, etc.). For generating something, use 'create'.
admin	Sounds friendlier, less formal than 'administrator'
app	Use instead of 'application' - simpler, more widely used.
back	Use for a process or workflow to refer moving backwards.
below	Avoid using directional language. It's confusing when read by a screenreader and is difficult for localization.
bug	Except for referencing the debugger, characterize as an 'issue'. Not all users may know what a bug is.
button	Just refer to the name of the button, don't refer to the fact that it's a button. For example, 'Select Start' instead of 'Select the Start button'
cancel	Use for stopping a process or workflow, where there's no expectation that the user would want to save their work.
choose	Avoid. Use 'select'.
clear	Use for removing filters, deselecting checkboxes, etc.
click	Avoid. Use 'select'. Not all users use a mouse.
clone	Avoid. Use 'copy' or 'duplicate' depending on context.
close	Use for dismissing a modal or window, or in situations where the user would want to save their work.
confirm	Avoid if possible. Try something friendlier like 'make sure' or 'check'
continue	Avoid in workflows. Use 'next' instead.
copy	Use when allowing user to copy content and use elsewhere.
create	Use to refer to generating something new. Don't use 'new'.
deactivate	Avoid. Use 'turn off' or 'disable' instead.
debugger	Do not capitalize. This is a generic term and not something specific to our product suite.
delete	Use when the action is permanent and the item is unretrievable.
deselect	Avoid. It's difficult to translate and can be confusing. Use 'clear' or 'clear all' instead.
disable	Use when referring to the action of making a feature unavailable or not operational. This is a more technical word, so consider content best practices (simple words!) and your audience. Use less technical words like 'off' or 'turn off' if it won't hinder comprehension or accuracy, or if you're writing for a less technical audience (like marketers).
disabled	Use for conveying a status where the entity or feature is preventing a broader feature to function. This is a more technical word that could be perceived as jargon, so consider content best practices (simple words!) and your audience. Use the less technical term 'off' if it won't hinder comprehension or accuracy, or if you're writing for a less technical audience (like marketers).
dismiss	Avoid. Use 'close' instead.
done	Avoid. Use 'finish' or 'close' instead, depending on the use case. Actions more closely describe what will happen when the user clicks the button.
download	Use as a call to action when a user need to copy data from Twilio to a computer system
duplicate	Use when allowing user to create a replica of an existing item.
easy / easily	Avoid. This contains a value judgement and can make users feel dumb if it doesn't feel easy to them.
edit	Use when referring to changing or updating a specific feature or item. For example, you can edit a tracking plan or edit a dashboard. If referring to more global controls, like permissions, access, or admin features, use 'manage'.
e.g.	Avoid. Some people don't understand what they mean, and they're hard to translate. Use 'For example' instead.
enable	Use when referring to the action of making a feature available or operational. This is a more technical word, so consider content best practices (simple words!) and your audience. Use less technical words like 'on' or 'turn on' if it won't hinder comprehension or accuracy, or if you're writing for a less technical audience (like marketers). For example, using 'enable' is appropriate in relation to a reverse ETL model. You can enable the model, but the reverse ETL process is not fully on. Multiple other reverse ETL features also need to be working for the entire process to happen. Avoid this word when describing benefits of a product. Instead describe what the user can accomplish. For example, instead of 'Journeys enables you to personalize experiences,' try 'Personalize the customer experience with...'.
enabled	Use for conveying a status where an entity/feature is allowing the broader feature to function. This is a more technical word that could be perceived as jargon, so consider content best practices (simple words!) and your audience. Use the less technical term 'on' if it won't hinder comprehension or accuracy, or if you're writing for a less technical audience (like marketers).
enter	Use to instruct / describe putting information into a field. Avoid 'type' since not everyone is typing.
etc.	Avoid. Some people don't understand what latin abbreviations mean, and they're hard to translate.
exit	Avoid. Unique to Windows. Use 'close' or 'cancel', depending on the situation.
export	Use as a CTA when a user needs to transfer data from a Twilio product and convert it into a different format.
i.e.	Avoid. Some people don't understand what latin abbreviations mean, and they're hard to translate. Use 'that is' instead.
import	Use as a call to action when a user needs to transfer data and convert it into a different format so it can be used in a Twilio product.
inactive	Avoid. Use 'off' or 'disabled' instead.
in order to	Avoid. Just say 'to'.
info	Sounds friendlier and less formal than 'information.' Consider using 'information' in more serious situations, like privacy or legal contexts.
invalid	Avoid if possible. This is fairly technical term. Use 'wrong', 'not working', 'not right', or another less technical expression. Ideally, you can explain what's actually wrong with the code, input, etc.
launch	Avoid. If you're referring to an app or a feature, use 'open.' If you're referring a workflow or process, use 'start'.
live	Use for features that are performing a function on an ongoing, constant basis. For example, to describe a journey that is currently running or an audience that is continuously computing.
leverage	Avoid. Use 'use' instead.
log in / login	Avoid. Use 'sign in' or 'sign-in'. These terms are more frequently searched for, suggesting more user familiarity.
manage	Use when referring to broad-based control, like managing permissions, access, or admin features. If using in the context of editing or updating a specific feature or item, use 'edit'.
new	Avoid when referring to generating a new item. Use 'create' instead. Use when referencing time or software versions.
next to	Avoid using directional language. It's confusing when read by a screenreader and is difficult for localization.
next	Use for a process or workflow to refer moving forwards.
off	Use for when a feature or setting is not operating. This is the preferred term for a feature not functioning, because content best practices recommend simple, clear words. Consider using 'disabled' if 'off' would call comprehension or accuracy into question, or if the feature prevents a broader feature from functioning.
OK	Use instead of 'okay'.
old, older	To refer to an old version of software, feature, or item (like a Journey), use 'previous'.
on	Use for when a feature or setting is operating. This is the preferred term for a feature functioning, because content best practices recommend simple, clear words. Consider using 'enabled' if 'on' would call comprehension or accuracy into question, or if the feature allows a larger feature to function.
open	Use for opening a file, app, programs, etc. Avoid 'launch' or 'start'.
our	Using 'our' when referring to Twilio is okay for in-product content. Avoid in technical documentation.
pick	Avoid. Use 'select' instead.
please	Avoid except when asking the user to do something particularly inconvenient. It can give the impression that something is optional.
previous	Avoid in cases of a workflow or process. Use 'back' instead.
quit	Avoid. Unique to Mac. Use 'close' or 'cancel', depending on the situation.
refresh	Use as a call to action to ask the user to reload the page.
remove	Use when the item is still available and/or the user can undo the action.
run	Use to describe the action of executing a command or script. Avoid 'fire', 'trigger', and 'execute'.
select	Use when a user has to take an action in the interface. Select is device agnostic, and is also more inclusive for those using assistive technology.
simple/simply	Avoid. This contains a value judgement and can make users feel dumb if it doesn't feel easy to them.
sign in / sign-in	Use to refer to using credentials to get access to a system.
since	Avoid unless you're specifically referring to time. Use 'because'.
sorry	Avoid except if something extremely damaging or inconvenient happened, like data loss. Otherwise, it can make errors sound worse than they are.
start	Use when asking the user to begin a proces, flow, or device.
success/successfully	Avoid because it is almost always redundant. For example, instead of saying 'Your account was sucessfully created.' we can say 'Your account was created.'
team member	Don't use 'teammate' or 'team mate'
thank you	Don't use when users completed something they'd do otherwise. Only use when we've asked them to do something extremely inconvenient.
upload	Use as a call to action when a user needs to copy data of the same format from a computer system into a Twilio product
utilize	Avoid. Use 'use' instead.
us	Using 'us' when referring to Twilio is okay for in-product content. Avoid in technical documentation.
via	Avoid. Use 'through' or 'with' instead.
warehouse	Don't capitalize.
we	Using 'we' when referring to Twilio is okay for in-product content. Avoid in technical documentation.