As the poster said below, text replacement gives customers the flexibility to brand things differently internally. For example, the app label says "chat", but c

As the poster said below, text replacement gives customers the flexibility to brand things differently internally. For example, the app label says "chat", but customers want to re-label that and say "conversations". This is at the basic level. You also have to think about internationalization - can you replace chat in Spanish with conversation in Spanish. RTL = Right to Left. If the customer has operations in Middle East, they would need to display Arabic or Hebrew text, which unlike English, goes from Right to Left. Which means your screen orientation should be changed as well. If you have a screen with a picture on the left, for an Arabic user, the picture needs to move to the right. I also should have added internationalization to my original comment. Asian characters, especially Japanese, can cause a lot of challenges.