Currently, Marketplace Apps are limited to a single Custom Menu object that lands in one of three places:

In our use cases, we would prefer to have separate custom menu objects. For example, our application has a client facing tool and an admin/agency tool. Our application already has the ability to distinguish which is being used - so we're taking advantage of showing each user (agency vs subaccount) the correct information, but we're limited in the naming convention of the Custom Menu object to be the same for both (even though they're doing drastically different things).

Here's a simple use case:

Marketplace App: SuperAgency Newsletter Magic Creation Extravaganza

Purpose: Allows Agency to generate niche specific newsletters to their subaccounts

Subaccount view: displays a dashboard showing the latest newsletters

Agency view: displays the newsletter creation and selection tools as well as subaccount user/config menus

Ideally, the subaccount should see "Newsletters" in their menu, while the agency should see the app name.

This protects the Whitelabel through to the subaccount, while allowing the agency to easily identify the app/tool that they've installed.

In this use case, our marketplace app would create two custom menu objects ("Newsletters" that displays only in the subaccount & "SuperAgency" that only displays in the agency account).

This same functionality could be used to create multiple custom menu items per app (for those apps that handle many different functions) as well as gating each agency/subaccount entry point to a specific menu link (each custom menu object having their own url).