Devices, systems and methods are disclosed for a subscriber of services on a network to display a custom operator name or alpha tag on the subscriber mobile communications device. The custom alpha tag (or operator name) is selected or defined by the subscriber via an interface on a communications device, and a custom operator name request is submitted to a provisioning logic on the network. The provisioning logic communicates with business rule logic on the network, the business rule logic being configured to retrieve and/or update a first account associated with the subscriber with the custom operator name. A billing logic within a billing subsystem may be invoked to debit a second account associated with the subscriber. A programming logic on the network then updates one or more mobile devices with the custom alpha tag. The several logic units may be part of an Over-the-air (OTA) platform on the network.