How we write

Basic principles

Proper grammar and formatting promotes clarity and helps us speak in a professional voice


  • Contractions are encouraged. They add a friendly, informal tone e.g. instead of 'it is' you can use it's and instead of 'do not' you can use 'don't'

Active voice

  • Always use active voice over passive voice e.g.

Headings and subheadings

  • Headings and subheadings help structure content
  • Always use sentence case. Sentence case is when only the first letter of the first word in a title (and any proper noun) is capitalised, such as: "This is a sentence case title"
  • No punctuation unless the title is a question
  • A page should only have one heading (H1)
  • Use subheadings (H2, H3, H4, etc.) to make content more scannable
  • Headings should follow a natural hierarchy. An H3 should be nested under an H2
  • Relevant keywords should be included in headings, but SEO should not be the only factor considered when writing. We should speak like humans

Unordered (bullets) and ordered (numbers) lists

  • Use for steps and sets of relevant information
  • Use punctuation if one of the list items is a complete sentence
  • Number lists when order is important (instructions, sequential processes)
  • Do not use full-stop at the end of lists


  • Include a link whenever referencing external content
  • Avoid phrases like "click here." Instead, use language that describes the content you're linking to. For example: download our catalog


  • Always include an action
  • Always use sentence case
  • Always be clear and concise


  • We love emojis, but do not overuse them
  • The occasional emoji can help convey emotion and add visual interest
  • Use emojis tastefully and in moderation. Remember the timeless principles 'less is more'

Slang and terminology

  • Avoid slang. Write in plain English
  • Use emojis tastefully and in moderation. Remember the timeless principles 'less is more'


  • Always spell out acronyms word-for-word the first time they're used
  • First use: Automatic Teller Machine
  • Second use: ATM
  • No need for a parenthetical


  • Always spell out numbers (e.g. three, and not 3)


  • Do not use the ampersand (&) in sentences. Always write out the word "and"
  • It's okay to use ampersand (&) occasionally in headings or when you are restricted by the number of words

Google Docs

For consistency and to make sure we deliver content, communication internally and externally Mamo has created the following writing style principals.

Google Docs is a very powerful real-time collaboration and document authoring tool. Multiple users can edit a document at the same time, while seeing each others' changes instantaneously. Users can produce text documents, slide presentations, spreadsheets, drawings, and surveys. In Google Docs we use a specific style for our documents which include correct fonts, headers and other formatting please set the following document styles as your default. The instructions on how to do this are included in the document link below.

Mamo's Google Docs default styles template

Sentence case

We use sentence case capitalization. In sentence case, most major and minor words are lowercase (proper nouns are an exception in that they are always capitalized e.g. a name of a company, partner, product, service or a person).

Here's how we implement sentence case. In sentence case, lowercase most words in a title or heading. Capitalize only the following words:

  • the first word of the title or heading
  • the first word of a subtitle
  • the first word after a colon, em dash, or end punctuation in a heading
  • nouns followed by numerals or letters
  • proper nouns (such as name of a company, partners, product, service or a person)
Examples of sentence case
  • Money made, simple
  • Money is made for living
  • Hello. We're Mamo!
  • Golden rule: Every message must be relevant and on-brand
  • Money Made, Simple
  • Money is Made for Living
  • Hello. we’re mamo!
  • Golden Rule: Every Message Must be Relevant and On-brand

UI/UX writing

Aim for your text to be understandable by anyone, anywhere, regardless of their culture or language.

UI/UX text can make interfaces more usable and build trust. Text should be clear, accurate, and concise.

Be concise

To facilitate navigation and discovery, write UI text in short, scannable segments that focus on a limited number of concepts at a time.

Send money to anyone in the UAE who has an email address. It's fast, easy, and free
Send (and receive) money with friends and family in the UAE with an email address. It's a two-step process with little latency and there aren't any charges for the recipients

Write simply and directly

Use simple, direct language that makes content easy to understand.

Save changes?
Would you like to save your changes?

Address users clearly

Address users in either the second person (you or your) or the first person (I, me, or my), depending on which is suitable and clearest for the situation. Each form of address is recommended for the following contexts:

  • Second person, "you" or "your": This conversational style is appropriate in most situations; as though the UI is speaking directly to the user
  • First person, "I" or "my": In some cases, this form of address emphasizes the user's ownership of content or actions
  • Avoid combining first and second person. To avoid confusing the user, avoid using "me" or "my," and "you" or "your," in the same phrase
  • Quickly register with your phone number
  • I agree with the terms of service
  • Change your preferences in My Account

Communicate essential details

Communicate only essential details so users can focus on their own tasks. Sometimes the most effective UI contains no text at all.

Sending ... We are working on your request. This can take up to 1 minute to reflect
Sending ... Your phone needs to communicate with our servers to send from your Wallet. This may take up to 1 minute

Write for all reading levels

Use common words that are clearly and easily understandable across all reading levels.

Turn on WIFI
Enable WIFI

Industry terms and feature names

Avoid industry-specific terminology or names invented for UI features.

This option isn't supported on your phone
This command is only supported on devices with biometrics

Write in the present tense

Use the present tense to describe product behavior. Avoid using the future tense to describe the way a product always acts. When you need to write in the past or future tenses, use simple verb forms.

Payment sent
Payment has been sent

Use numerals

Use numerals ( “1, 2, 3,” not “one, two, three”) unless writing copy that mixes uses of numbers, such as "Enter two 3s."

You have 3 messages
You have three messages


Write AED 55,000 not AED 55,000.00 (if there is no fils value). If there is a value in fils, write AED 55,000.55 not AED 55000,00. Express money and currency like this: AED 57.4 billion. Use singular form million and billion for money. Use plural in phrases, for example ‘millions of people’.

  • AED 55,000
  • AED 55,000.55
  • AED 55,000.00
  • AED 55,000,00

Skip unnecessary punctuation

To help readers scan text at a glance, avoid using punctuation in places where it isn't necessary.


Avoid using periods on solitary sentences within these UI elements:

  • Labels
  • Hover text
  • Bulleted lists
  • Dialog body text

Use periods on:

  • Multiple sentences
  • Any sentence followed by a link (links themselves should not be full sentences)

Breaks for longer text

Longer or more complex sentences can be shortened with the use of punctuation to increase readability.

Undo sent payment? If you undo this sent payment, the money will be returned to your Wallet
Are you sure you want to undo sent payment since doing so will cause your money to return to your Wallet


Skip colons after labels.

Share with
Share with:

Content structure

Begin with the objective. When a phrase describes a goal and the action needed to achieve it, start the sentence with the goal.

To send money, you need to give Mamo Personal permission to your phone contacts
Give Mamo Personal permission to your phone contacts to send money

Reveal detail as needed

Reveal information progressively and as it's needed. In a user's first interaction, every detail doesn't need to be described. Reveal more detail about features as the user explores them and needs more information.

Delete account?
Are you sure you want to delete this account? You won't be able to access it again all your data will be permanently deleted.

Use consistent words

Use words in a consistent manner across your UI features.

  • Send payment
  • Send of AED 100 to ...
  • Send payment
  • Transfer AED 100 to ...

Mamo numbers and currency localization

Use the following app to experiment with different combinations of locales, number systems, and currencies, and see how they can be rendered together.