A technique for facilitating customization of a software application is described. During this customization technique, an indicator, which indicates that a software application for an electronic device has been discovered by a user, is provided to a publisher of the software application. In response to the indicator, the publisher provides a token to the user. This token identifies a customized application-delivery service for the software application and/or a user-specific customization of the software application. Note that the customized application-delivery service and the user-specific customization are based on information about the user associated with the user's pre-existing or just-established relationship with the publisher. Next, the token is provided to an application-delivery service, and the application-delivery service provides the customized software application to the electronic device or a computer, for example, using the customized application-delivery service.