diff --git a/src/applications/repository/xaction/PhabricatorRepositoryVCSTransaction.php b/src/applications/repository/xaction/PhabricatorRepositoryVCSTransaction.php
--- a/src/applications/repository/xaction/PhabricatorRepositoryVCSTransaction.php
+++ b/src/applications/repository/xaction/PhabricatorRepositoryVCSTransaction.php
@@ -48,7 +48,7 @@
       $errors[] = $this->newInvalidError(
         pht(
           'Specified version control system must be a VCS '.
-          'recognized by Phabricator. Valid systems are: %s.',
+          'recognized by this software. Valid systems are: %s.',
           implode(', ', array_keys($vcs_map))),
         $xaction);
     }
diff --git a/src/applications/settings/panel/PhabricatorEmailAddressesSettingsPanel.php b/src/applications/settings/panel/PhabricatorEmailAddressesSettingsPanel.php
--- a/src/applications/settings/panel/PhabricatorEmailAddressesSettingsPanel.php
+++ b/src/applications/settings/panel/PhabricatorEmailAddressesSettingsPanel.php
@@ -398,8 +398,9 @@
       ->setTitle(pht('Change primary email address?'))
       ->appendParagraph(
         pht(
-          'If you change your primary address, Phabricator will send all '.
+          'If you change your primary address, %s will send all '.
           'email to %s.',
+          PlatformSymbols::getPlatformServerName(),
           $address))
       ->appendParagraph(
         pht(
diff --git a/src/applications/settings/panel/PhabricatorNotificationsSettingsPanel.php b/src/applications/settings/panel/PhabricatorNotificationsSettingsPanel.php
--- a/src/applications/settings/panel/PhabricatorNotificationsSettingsPanel.php
+++ b/src/applications/settings/panel/PhabricatorNotificationsSettingsPanel.php
@@ -68,8 +68,9 @@
       'span',
       array(),
       array(
-        pht('This browser has not yet granted permission to send desktop '.
-        'notifications for this Phabricator instance.'),
+        pht(
+          'Your browser has not yet granted this server permission to send '.
+          'desktop notifications.'),
         phutil_tag('br'),
         phutil_tag('br'),
         javelin_tag(
@@ -83,13 +84,13 @@
     $granted_status = phutil_tag(
       'span',
       array(),
-      pht('This browser has been granted permission to send desktop '.
-          'notifications for this Phabricator instance.'));
+      pht('Your browser has granted this server permission to send desktop '.
+          'notifications.'));
     $denied_status = phutil_tag(
       'span',
       array(),
       pht('This browser has denied permission to send desktop notifications '.
-          'for this Phabricator instance. Consult your browser settings / '.
+          'to this server. Consult your browser settings / '.
           'documentation to figure out how to clear this setting, do so, '.
           'and then re-visit this page to grant permission.'));
 
@@ -146,7 +147,7 @@
         ->setOptions(PhabricatorNotificationsSetting::getOptionsMap())
         ->setCaption(
           pht(
-            'Phabricator can send real-time notifications to your web browser '.
+            'This server can send real-time notifications to your web browser '.
             'or to your desktop. Select where you want to receive these '.
             'real-time updates.'))
         ->initBehavior(
diff --git a/src/applications/settings/setting/PhabricatorAccessibilitySetting.php b/src/applications/settings/setting/PhabricatorAccessibilitySetting.php
--- a/src/applications/settings/setting/PhabricatorAccessibilitySetting.php
+++ b/src/applications/settings/setting/PhabricatorAccessibilitySetting.php
@@ -19,8 +19,8 @@
 
   protected function getControlInstructions() {
     return pht(
-      'If you have difficulty reading the Phabricator UI, this setting '.
-      'may make Phabricator more accessible.');
+      'If you have difficulty reading the UI, this setting '.
+      'may help.');
   }
 
   public function getSettingDefaultValue() {
diff --git a/src/applications/settings/setting/PhabricatorDarkConsoleSetting.php b/src/applications/settings/setting/PhabricatorDarkConsoleSetting.php
--- a/src/applications/settings/setting/PhabricatorDarkConsoleSetting.php
+++ b/src/applications/settings/setting/PhabricatorDarkConsoleSetting.php
@@ -27,7 +27,7 @@
   protected function getControlInstructions() {
     return pht(
       'DarkConsole is a debugging console for developing and troubleshooting '.
-      'Phabricator applications. After enabling DarkConsole, press the '.
+      'applications. After enabling DarkConsole, press the '.
       '{nav `} key on your keyboard to toggle it on or off.');
   }
 
diff --git a/src/applications/settings/setting/PhabricatorEditorSetting.php b/src/applications/settings/setting/PhabricatorEditorSetting.php
--- a/src/applications/settings/setting/PhabricatorEditorSetting.php
+++ b/src/applications/settings/setting/PhabricatorEditorSetting.php
@@ -21,8 +21,8 @@
     return pht(
       "Many text editors can be configured as URI handlers for special ".
       "protocols like `editor://`. If you have installed and configured ".
-      "such an editor, Phabricator can generate links that you can click ".
-      "to open files locally.".
+      "such an editor, some applications can generate links that you can ".
+      "click to open files locally.".
       "\n\n".
       "Provide a URI pattern for building external editor URIs in your ".
       "environment. For example, if you use TextMate on macOS, the pattern ".
diff --git a/src/applications/settings/setting/PhabricatorEmailFormatSetting.php b/src/applications/settings/setting/PhabricatorEmailFormatSetting.php
--- a/src/applications/settings/setting/PhabricatorEmailFormatSetting.php
+++ b/src/applications/settings/setting/PhabricatorEmailFormatSetting.php
@@ -22,8 +22,8 @@
 
   protected function getControlInstructions() {
     return pht(
-      'You can opt to receive plain text email from Phabricator instead '.
-      'of HTML email. Plain text email works better with some clients.');
+      'You can opt to receive plain text email instead of HTML email. '.
+      'Plain text email works better with some clients.');
   }
 
   public function getSettingDefaultValue() {
diff --git a/src/applications/settings/setting/PhabricatorEmailNotificationsSetting.php b/src/applications/settings/setting/PhabricatorEmailNotificationsSetting.php
--- a/src/applications/settings/setting/PhabricatorEmailNotificationsSetting.php
+++ b/src/applications/settings/setting/PhabricatorEmailNotificationsSetting.php
@@ -22,7 +22,7 @@
 
   protected function getControlInstructions() {
     return pht(
-      'If you disable **Email Notifications**, Phabricator will never '.
+      'If you disable **Email Notifications**, this server will never '.
       'send email to notify you about events. This preference overrides '.
       'all your other settings.'.
       "\n\n".
diff --git a/src/applications/settings/setting/PhabricatorEmailSelfActionsSetting.php b/src/applications/settings/setting/PhabricatorEmailSelfActionsSetting.php
--- a/src/applications/settings/setting/PhabricatorEmailSelfActionsSetting.php
+++ b/src/applications/settings/setting/PhabricatorEmailSelfActionsSetting.php
@@ -22,7 +22,7 @@
 
   protected function getControlInstructions() {
     return pht(
-      'If you disable **Self Actions**, Phabricator will not notify '.
+      'If you disable **Self Actions**, this server will not notify '.
       'you about actions you take.');
   }