Knowing how to choose a company name in Singapore is the first practical decision every founder makes before incorporation in Singapore. The name must pass ACRA's availability check, comply with naming rules under the Companies Act 2016, and reserve the right business identity before someone else does. Get it right and your brand has a strong foundation from day one — get it wrong and you face rejection, delays, or a costly rebrand after launch.

ACRA's Naming Rules — What Your Company Name Must Satisfy

Every name application is assessed against four criteria. Fail any one and ACRA rejects it — no refund on the S$15 fee.

Disregarded Words — What ACRA Ignores When Checking Name Similarity

ACRA explicitly disregards certain words when comparing names. Founders often get rejected because they think "The Morning Caffeine Pte Ltd" is different from "Morning Caffeine Pte Ltd" — but ACRA sees them as identical.

Restricted Words — Which Words Require Pre-Approval

Using a restricted word without prior approval is the most common reason for name rejection. Check this list before submitting.

Exact ACRA Processing Timelines

ACRA's official processing times vary depending on your scenario:

How to Check Name Availability Before You Apply

Do not submit a name application before checking availability. The S$15 fee is non-refundable if ACRA rejects the name.

What to Do If Your Name Is Rejected — Name Review Request

ACRA allows you to submit a name review request if you have a good reason to use a name that was rejected as identical or not allowed.

Foreign Founders — You Cannot Apply Without a CSP

ACRA requires all foreigners to engage a Corporate Service Provider (CSP) to submit a name application.

Domain Name Registration — ACRA Does Not Secure It

ACRA explicitly states that registering a business name does not give you rights to a matching website address. Domains are first-come, first-served.

Licences and Approvals — Your Business May Need More

ACRA notes that certain business activities require licences or approvals beyond name registration.

Passing Off Risk — ACRA Approval Does Not Protect You

ACRA allows similar-but-not-identical names, but that doesn't mean using one is risk-free. Established brands can sue for "passing off" if your name causes customer confusion.

Trading Name vs Legal Name — You Can Trade Under a Different Name

Your legal name and trading name can be different. You don't need to file your trading name with ACRA.

What Makes a Good Company Name — Practical Criteria

Beyond compliance, your name needs to work commercially. These are the criteria that actually matter.

• Easy to spell and pronounce: If a potential client cannot spell your name after hearing it once, they cannot find you online. This matters more for service businesses where word-of-mouth drives referrals.
• Not geographically limiting: "West Singapore IT Services" creates a rebrand problem the moment you expand east — or out of Singapore entirely. Keep geography out of the name unless it is a deliberate brand anchor.
• Not activity-limiting: "Singapore Bike Rental Pte. Ltd." makes diversification harder and can mislead clients if your activity changes. Broader names age better.
• Distinct from competitors: Search your proposed name against the five largest competitors in your sector. If it resembles any of them, clients will confuse the two — which helps them, not you.
• Short and clean: Three words maximum in the core brand name. "Pte. Ltd." will be appended automatically — long names become unwieldy on business cards, invoices, and email signatures.
• Works as an acronym (if applicable): If clients will naturally shorten your name, choose one that shortens well. "Global Advisory Network" becomes GAN — check that the acronym has no negative associations.

The Name Application Process — Step by Step

The ACRA name application is a separate step from incorporation. Most founders do both in sequence through Bizfile.

• Search Bizfile for your proposed name — check exact and phonetic matches
• Check domain and social media availability for the same name
• If the name includes a restricted word, obtain regulatory pre-approval first
• Submit the name application via Bizfile — fee: S$15 (2026)
• Receive ACRA approval — typically within 1 hour for straightforward names, longer if ACRA refers it for review
• Name is reserved for 120 days — secure domain and social handles immediately
• Proceed to full Singapore incorporation within the 120-day window

After Approval — What to Do Before You Incorporate

You have 120 days. Use the first 48 hours to lock down your brand before moving to incorporation documents.

Once ACRA approves your name, two parallel tracks begin: brand lockdown and document preparation for incorporation. Both need to move quickly — the 120-day clock does not pause.

Brand lockdown (do immediately): Register the .com and .sg domains. Secure the LinkedIn company page and any social handles you need. Register the trademark with IPOS if the brand will carry long-term value — trademark registration is separate from and not automatic with ACRA registration.

Incorporation documents (start in parallel): Prepare your Memorandum and Articles of Association, confirm your director and shareholder details, appoint a qualified company secretary, and arrange a registered address. If you need a nominee director, this is the point to engage one. Terra Advisory handles all of this as a single engagement.

SSIC 2025 Update — Choose the Right Business Activity Code

Effective May 2026, ACRA transitioned from SSIC 2020 to SSIC 2025 standards for business activity codes.

Frequently Asked Questions