Some languages make you choose how to address someone. Czech has vykání and tykání; German has Sie and du; French has vous and tu. Get it wrong and your loyalty program sounds either stiff or overfamiliar.

Charm now has a single Tone of voice setting under Settings:

• Formal (vykání / Sie / vous) or Casual (tykání / du / tu) — one choice that reflows every default customer-facing text
• Across the whole program — storefront widget, Loyalty Hub, landing page, and emails all shift together
• Only touches the defaults — languages without the distinction are left alone, and any wording you've customized in Customer copy stays exactly as you wrote it

It's not a translation toggle and it's not per-string busywork — it's the difference between copy that was translated and copy that was written for how your customers actually speak.