It is possible to set custom labels for jobs in the template editor. These replace the default job labels of customer name, template name and job ID.

You can set up to three different custom labels for dispatcher views and another three for mobile worker views.

If you need to set a custom label for a job created by the API, this needs to be specified in the XML for the job.

There is a full help desk article that explains how to do this here:

https://help.vworkapp.com/hc/en-us/articles/205057874