diff --git a/Library/Homebrew/caveats.rb b/Library/Homebrew/caveats.rb
index ebd3ff5736..db7d9b870a 100644
--- a/Library/Homebrew/caveats.rb
+++ b/Library/Homebrew/caveats.rb
@@ -2,6 +2,7 @@
 # frozen_string_literal: true
 
 require "language/python"
+require "utils/service"
 
 # A formula's caveats.
 #
@@ -153,33 +154,32 @@ class Caveats
   end
 
   def service_caveats
-    return if !formula.plist && !formula.service? && !keg&.plist_installed?
-    return if formula.service? && formula.service.command.blank?
+    return if !formula.plist && !formula.service? && !Utils::Service.installed?(formula) && !keg&.plist_installed?
+    return if formula.service? && !formula.service.command? && !Utils::Service.installed?(formula)
 
     s = []
 
-    command = if formula.service?
+    command = if formula.service.command?
       formula.service.manual_command
     else
       formula.plist_manual
     end
 
-    return <<~EOS if !which("launchctl") && formula.plist
+    return <<~EOS if !Utils::Service.launchctl? && formula.plist
       #{Formatter.warning("Warning:")} #{formula.name} provides a launchd plist which can only be used on macOS!
       You can manually execute the service instead with:
         #{command}
     EOS
 
     # Brew services only works with these two tools
-    return <<~EOS if !which("systemctl") && !which("launchctl") && formula.service?
+    return <<~EOS if !Utils::Service.systemctl? && !Utils::Service.launchctl? && formula.service.command?
       #{Formatter.warning("Warning:")} #{formula.name} provides a service which can only be used on macOS or systemd!
       You can manually execute the service instead with:
         #{command}
     EOS
 
-    is_running_service = formula.service? && quiet_system("ps aux | grep #{formula.service.command&.first}")
-    startup = formula.service&.requires_root? || formula.plist_startup
-    if is_running_service || (formula.plist && quiet_system("/bin/launchctl list #{formula.plist_name} &>/dev/null"))
+    startup = formula.service.requires_root? || formula.plist_startup
+    if Utils::Service.running?(formula)
       s << "To restart #{formula.full_name} after an upgrade:"
       s << "  #{startup ? "sudo " : ""}brew services restart #{formula.full_name}"
     elsif startup
@@ -190,7 +190,7 @@ class Caveats
       s << "  brew services start #{formula.full_name}"
     end
 
-    if formula.plist_manual || formula.service?
+    if formula.plist_manual || formula.service.command?
       s << "Or, if you don't want/need a background service you can just run:"
       s << "  #{command}"
     end
diff --git a/Library/Homebrew/formula.rb b/Library/Homebrew/formula.rb
index f61f106a62..f2de1d29d2 100644
--- a/Library/Homebrew/formula.rb
+++ b/Library/Homebrew/formula.rb
@@ -1015,13 +1015,13 @@ class Formula
   # The generated launchd {.plist} service name.
   sig { returns(String) }
   def plist_name
-    "homebrew.mxcl.#{name}"
+    service.plist_name
   end
 
   # The generated service name.
   sig { returns(String) }
   def service_name
-    "homebrew.#{name}"
+    service.service_name
   end
 
   # The generated launchd {.plist} file path.
@@ -1051,8 +1051,6 @@ class Formula
 
   # The service specification of the software.
   def service
-    return unless service?
-
     @service ||= Homebrew::Service.new(self, &self.class.service)
   end
 
@@ -2169,7 +2167,7 @@ class Formula
       "disabled"                 => disabled?,
       "disable_date"             => disable_date,
       "disable_reason"           => disable_reason,
-      "service"                  => service&.serialize,
+      "service"                  => (service.serialize if service?),
       "tap_git_head"             => tap_git_head,
       "ruby_source_path"         => ruby_source_path,
       "ruby_source_checksum"     => {},
diff --git a/Library/Homebrew/formula_cellar_checks.rb b/Library/Homebrew/formula_cellar_checks.rb
index aabb25cafd..78321b7e27 100644
--- a/Library/Homebrew/formula_cellar_checks.rb
+++ b/Library/Homebrew/formula_cellar_checks.rb
@@ -288,7 +288,7 @@ module FormulaCellarChecks
   def check_service_command(formula)
     return unless formula.prefix.directory?
     return unless formula.service?
-    return if formula.service.command.blank?
+    return unless formula.service.command?
 
     "Service command does not exist" unless File.exist?(formula.service.command.first)
   end
diff --git a/Library/Homebrew/formula_installer.rb b/Library/Homebrew/formula_installer.rb
index 490be08d4c..d509eb2c73 100644
--- a/Library/Homebrew/formula_installer.rb
+++ b/Library/Homebrew/formula_installer.rb
@@ -1040,7 +1040,7 @@ on_request: installed_on_request?, options: options)
       return
     end
 
-    if formula.service? && formula.service.command.present?
+    if formula.service? && formula.service.command?
       service_path = formula.systemd_service_path
       service_path.atomic_write(formula.service.to_systemd_unit)
       service_path.chmod 0644
@@ -1052,7 +1052,7 @@ on_request: installed_on_request?, options: options)
       end
     end
 
-    service = if formula.service? && formula.service.command.present?
+    service = if formula.service? && formula.service.command?
       formula.service.to_plist
     elsif formula.plist
       formula.plist
diff --git a/Library/Homebrew/formulary.rb b/Library/Homebrew/formulary.rb
index d3514a050c..f077b6a41a 100644
--- a/Library/Homebrew/formulary.rb
+++ b/Library/Homebrew/formulary.rb
@@ -261,9 +261,10 @@ module Formulary
         run_params = service_hash.delete(:run)
         service do
           T.bind(self, Homebrew::Service)
-          if run_params.is_a?(Hash)
+          case run_params
+          when Hash
             run(**run_params)
-          else
+          when Array, String
             run run_params
           end
           service_hash.each do |key, arg|
diff --git a/Library/Homebrew/service.rb b/Library/Homebrew/service.rb
index 4fafa2c80e..81b2c2c0e0 100644
--- a/Library/Homebrew/service.rb
+++ b/Library/Homebrew/service.rb
@@ -28,7 +28,7 @@ module Homebrew
       @run_type = RUN_TYPE_IMMEDIATE
       @run_at_load = true
       @environment_variables = {}
-      @service_block = block
+      instance_eval(&block) if block
     end
 
     sig { returns(Formula) }
@@ -36,6 +36,40 @@ module Homebrew
       @formula
     end
 
+    sig { returns(String) }
+    def default_plist_name
+      "homebrew.mxcl.#{@formula.name}"
+    end
+
+    sig { params(name: T.nilable(String)).returns(String) }
+    def plist_name(name = nil)
+      case T.unsafe(name)
+      when nil
+        @plist_name ||= default_plist_name
+      when String
+        @plist_name = name
+      else
+        raise TypeError, "Service#plist_name expects a String"
+      end
+    end
+
+    sig { returns(String) }
+    def default_service_name
+      "homebrew.#{@formula.name}"
+    end
+
+    sig { params(name: T.nilable(String)).returns(String) }
+    def service_name(name = nil)
+      case T.unsafe(name)
+      when nil
+        @service_name ||= default_service_name
+      when String
+        @service_name = name
+      else
+        raise TypeError, "Service#service_name expects a String"
+      end
+    end
+
     sig {
       params(
         command: T.nilable(T.any(T::Array[String], String, Pathname)),
@@ -162,7 +196,6 @@ module Homebrew
     # @return [Boolean]
     sig { returns(T::Boolean) }
     def requires_root?
-      eval_service_block
       @require_root.present? && @require_root == true
     end
 
@@ -198,7 +231,6 @@ module Homebrew
     # @return [Boolean]
     sig { returns(T::Boolean) }
     def keep_alive?
-      eval_service_block
       @keep_alive.present? && @keep_alive[:always] != false
     end
 
@@ -357,20 +389,22 @@ module Homebrew
 
     sig { returns(T.nilable(T::Array[String])) }
     def command
-      eval_service_block
       @run&.map(&:to_s)
     end
 
+    sig { returns(T::Boolean) }
+    def command?
+      @run.present?
+    end
+
     # Returns the `String` command to run manually instead of the service.
     # @return [String]
     sig { returns(String) }
     def manual_command
-      eval_service_block
       vars = @environment_variables.except(:PATH)
                                    .map { |k, v| "#{k}=\"#{v}\"" }
 
-      cmd = command
-      out = vars + cmd if cmd.present?
+      out = vars + command if command?
       out.join(" ")
     end
 
@@ -378,7 +412,6 @@ module Homebrew
     # @return [Boolean]
     sig { returns(T::Boolean) }
     def timed?
-      eval_service_block
       @run_type == RUN_TYPE_CRON || @run_type == RUN_TYPE_INTERVAL
     end
 
@@ -388,7 +421,7 @@ module Homebrew
     def to_plist
       # command needs to be first because it initializes all other values
       base = {
-        Label:            @formula.plist_name,
+        Label:            plist_name,
         ProgramArguments: command,
         RunAtLoad:        @run_at_load == true,
       }
@@ -487,10 +520,9 @@ module Homebrew
         WantedBy=timers.target
 
         [Timer]
-        Unit=#{@formula.service_name}
+        Unit=#{service_name}
       EOS
 
-      eval_service_block
       options = []
       options << "Persistent=true" if @run_type == RUN_TYPE_CRON
       options << "OnUnitActiveSec=#{@interval}" if @run_type == RUN_TYPE_INTERVAL
@@ -504,19 +536,18 @@ module Homebrew
       timer + options.join("\n")
     end
 
-    # Only evaluate the service block once.
-    sig { void }
-    def eval_service_block
-      return if @eval_service_block
-
-      instance_eval(&@service_block)
-      @eval_service_block = true
-    end
-
     # Prepare the service hash for inclusion in the formula API JSON.
     sig { returns(Hash) }
     def serialize
-      eval_service_block
+      custom_plist_name = plist_name if plist_name != default_plist_name
+      custom_service_name = service_name if service_name != default_service_name
+
+      unless command?
+        return {
+          plist_name:   custom_plist_name,
+          service_name: custom_service_name,
+        }.compact
+      end
 
       cron_string = if @cron.present?
         [:Minute, :Hour, :Day, :Month, :Weekday]
@@ -527,6 +558,8 @@ module Homebrew
       sockets_string = "#{@sockets[:type]}://#{@sockets[:host]}:#{@sockets[:port]}" if @sockets.present?
 
       {
+        plist_name:            custom_plist_name,
+        service_name:          custom_service_name,
         run:                   @run_params,
         run_type:              @run_type,
         interval:              @interval,
@@ -551,6 +584,17 @@ module Homebrew
     sig { params(api_hash: Hash).returns(Hash) }
     def self.deserialize(api_hash)
       hash = {}
+
+      %w[plist_name service_name].each do |key|
+        next if (value = api_hash[key]).nil?
+
+        hash[key.to_sym] = value
+      end
+
+      # The service hash might not have a "run" command if it only documents
+      # an existing service file with "plist_name" or "service_name".
+      return hash unless api_hash.key?("run")
+
       hash[:run] =
         case api_hash["run"]
         when String
diff --git a/Library/Homebrew/test/caveats_spec.rb b/Library/Homebrew/test/caveats_spec.rb
index 8dd70569a0..e1ee5a3e8c 100644
--- a/Library/Homebrew/test/caveats_spec.rb
+++ b/Library/Homebrew/test/caveats_spec.rb
@@ -32,6 +32,10 @@ describe Caveats do
 
   describe "#caveats" do
     context "when f.plist is not nil", :needs_macos do
+      before do
+        allow(Utils::Service).to receive(:launchctl?).and_return(true)
+      end
+
       it "prints error when no launchd is present" do
         f = formula do
           url "foo-1.0"
@@ -39,7 +43,7 @@ describe Caveats do
             "plist_test.plist"
           end
         end
-        allow_any_instance_of(Object).to receive(:which).with("launchctl").and_return(nil)
+        expect(Utils::Service).to receive(:launchctl?).once.and_return(false)
         expect(described_class.new(f).caveats).to include("provides a launchd plist which can only be used on macOS!")
       end
 
@@ -50,7 +54,7 @@ describe Caveats do
             "plist_test.plist"
           end
         end
-        expect(described_class.new(f).caveats).to include("login")
+        expect(described_class.new(f).caveats).to include("restart at login")
       end
 
       it "gives information about service" do
@@ -82,12 +86,25 @@ describe Caveats do
         expect(caveats).to include("WARNING:")
         expect(caveats).to include("tmux")
       end
+
+      # @todo This should get deprecated and the service block `plist_name` method should get used instead.
+      it "prints info when there are custom service files" do
+        f = formula do
+          url "foo-1.0"
+          def plist_name
+            "custom.mxcl.foo"
+          end
+        end
+        expect(Utils::Service).to receive(:installed?).with(f).once.and_return(true)
+        expect(Utils::Service).to receive(:running?).with(f).once.and_return(false)
+        expect(described_class.new(f).caveats).to include("restart at login")
+      end
     end
 
-    context "when f.service is not nil" do
+    context "when service block is defined" do
       before do
-        allow_any_instance_of(Object).to receive(:which).with("launchctl").and_return(true)
-        allow_any_instance_of(Object).to receive(:which).with("systemctl").and_return(true)
+        allow(Utils::Service).to receive(:launchctl?).and_return(true)
+        allow(Utils::Service).to receive(:systemctl?).and_return(true)
       end
 
       it "prints warning when no service deamon is found" do
@@ -97,9 +114,8 @@ describe Caveats do
             run [bin/"cmd"]
           end
         end
-
-        allow_any_instance_of(Object).to receive(:which).with("launchctl").and_return(nil)
-        allow_any_instance_of(Object).to receive(:which).with("systemctl").and_return(nil)
+        expect(Utils::Service).to receive(:launchctl?).twice.and_return(false)
+        expect(Utils::Service).to receive(:systemctl?).once.and_return(false)
         expect(described_class.new(f).caveats).to include("service which can only be used on macOS or systemd!")
       end
 
@@ -111,9 +127,7 @@ describe Caveats do
             require_root true
           end
         end
-        cmd = "#{HOMEBREW_CELLAR}/formula_name/1.0/bin/cmd"
-        allow(Homebrew).to receive(:_system).and_return(true)
-        allow(Homebrew).to receive(:_system).with("ps aux | grep #{cmd}").and_return(false)
+        expect(Utils::Service).to receive(:running?).with(f).once.and_return(false)
         expect(described_class.new(f).caveats).to include("startup")
       end
 
@@ -124,10 +138,8 @@ describe Caveats do
             run [bin/"cmd"]
           end
         end
-        cmd = "#{HOMEBREW_CELLAR}/formula_name/1.0/bin/cmd"
-        allow(Homebrew).to receive(:_system).and_return(true)
-        expect(Homebrew).to receive(:_system).with("ps aux | grep #{cmd}").and_return(false)
-        expect(described_class.new(f).caveats).to include("login")
+        expect(Utils::Service).to receive(:running?).with(f).once.and_return(false)
+        expect(described_class.new(f).caveats).to include("restart at login")
       end
 
       it "gives information about require_root restarting services after upgrade" do
@@ -138,10 +150,8 @@ describe Caveats do
             require_root true
           end
         end
-        cmd = "#{HOMEBREW_CELLAR}/formula_name/1.0/bin/cmd"
         f_obj = described_class.new(f)
-        allow(Homebrew).to receive(:_system).and_return(true)
-        expect(Homebrew).to receive(:_system).with("ps aux | grep #{cmd}").and_return(true)
+        expect(Utils::Service).to receive(:running?).with(f).once.and_return(true)
         expect(f_obj.caveats).to include("  sudo brew services restart #{f.full_name}")
       end
 
@@ -152,10 +162,8 @@ describe Caveats do
             run [bin/"cmd"]
           end
         end
-        cmd = "#{HOMEBREW_CELLAR}/formula_name/1.0/bin/cmd"
         f_obj = described_class.new(f)
-        allow(Homebrew).to receive(:_system).and_return(true)
-        expect(Homebrew).to receive(:_system).with("ps aux | grep #{cmd}").and_return(true)
+        expect(Utils::Service).to receive(:running?).with(f).once.and_return(true)
         expect(f_obj.caveats).to include("  brew services restart #{f.full_name}")
       end
 
@@ -167,10 +175,8 @@ describe Caveats do
             require_root true
           end
         end
-        cmd = "#{HOMEBREW_CELLAR}/formula_name/1.0/bin/cmd"
         f_obj = described_class.new(f)
-        allow(Homebrew).to receive(:_system).and_return(true)
-        allow(Homebrew).to receive(:_system).with("ps aux | grep #{cmd}").and_return(false)
+        expect(Utils::Service).to receive(:running?).with(f).once.and_return(false)
         expect(f_obj.caveats).to include("  sudo brew services start #{f.full_name}")
       end
 
@@ -181,10 +187,8 @@ describe Caveats do
             run [bin/"cmd"]
           end
         end
-        cmd = "#{HOMEBREW_CELLAR}/formula_name/1.0/bin/cmd"
         f_obj = described_class.new(f)
-        allow(Homebrew).to receive(:_system).and_return(true)
-        allow(Homebrew).to receive(:_system).with("ps aux | grep #{cmd}").and_return(false)
+        expect(Utils::Service).to receive(:running?).with(f).once.and_return(false)
         expect(f_obj.caveats).to include("  brew services start #{f.full_name}")
       end
 
@@ -202,6 +206,19 @@ describe Caveats do
         expect(caveats).to include("if you don't want/need a background service")
         expect(caveats).to include("VAR=\"foo\" #{cmd} start")
       end
+
+      it "prints info when there are custom service files" do
+        f = formula do
+          url "foo-1.0"
+          service do
+            plist_name "custom.mxcl.foo"
+            service_name "custom.foo"
+          end
+        end
+        expect(Utils::Service).to receive(:installed?).with(f).once.and_return(true)
+        expect(Utils::Service).to receive(:running?).with(f).once.and_return(false)
+        expect(described_class.new(f).caveats).to include("restart at login")
+      end
     end
 
     context "when f.keg_only is not nil" do
diff --git a/Library/Homebrew/test/formula_installer_spec.rb b/Library/Homebrew/test/formula_installer_spec.rb
index 812e0741a4..49404f8208 100644
--- a/Library/Homebrew/test/formula_installer_spec.rb
+++ b/Library/Homebrew/test/formula_installer_spec.rb
@@ -218,21 +218,21 @@ describe FormulaInstaller do
 
     it "works if service is set" do
       formula = Testball.new
+      service = Homebrew::Service.new(formula)
       launchd_service_path = formula.launchd_service_path
       service_path = formula.systemd_service_path
-      service = Homebrew::Service.new(formula)
       formula.opt_prefix.mkpath
 
       expect(formula).to receive(:plist).and_return(nil)
       expect(formula).to receive(:service?).exactly(3).and_return(true)
-      expect(formula).to receive(:service).exactly(5).and_return(service)
+      expect(formula).to receive(:service).exactly(7).and_return(service)
       expect(formula).to receive(:launchd_service_path).and_call_original
       expect(formula).to receive(:systemd_service_path).and_call_original
 
       expect(service).to receive(:timed?).and_return(false)
+      expect(service).to receive(:command?).exactly(2).and_return(true)
       expect(service).to receive(:to_plist).and_return("plist")
       expect(service).to receive(:to_systemd_unit).and_return("unit")
-      expect(service).to receive(:command).exactly(2).and_return("/bin/sh")
 
       installer = described_class.new(formula)
       expect do
@@ -245,24 +245,24 @@ describe FormulaInstaller do
 
     it "works if timed service is set" do
       formula = Testball.new
+      service = Homebrew::Service.new(formula)
       launchd_service_path = formula.launchd_service_path
       service_path = formula.systemd_service_path
       timer_path = formula.systemd_timer_path
-      service = Homebrew::Service.new(formula)
       formula.opt_prefix.mkpath
 
       expect(formula).to receive(:plist).and_return(nil)
       expect(formula).to receive(:service?).exactly(3).and_return(true)
-      expect(formula).to receive(:service).exactly(6).and_return(service)
+      expect(formula).to receive(:service).exactly(9).and_return(service)
       expect(formula).to receive(:launchd_service_path).and_call_original
       expect(formula).to receive(:systemd_service_path).and_call_original
       expect(formula).to receive(:systemd_timer_path).and_call_original
 
-      expect(service).to receive(:to_plist).and_return("plist")
       expect(service).to receive(:timed?).and_return(true)
+      expect(service).to receive(:command?).exactly(2).and_return(true)
+      expect(service).to receive(:to_plist).and_return("plist")
       expect(service).to receive(:to_systemd_unit).and_return("unit")
       expect(service).to receive(:to_systemd_timer).and_return("timer")
-      expect(service).to receive(:command).exactly(2).and_return("/bin/sh")
 
       installer = described_class.new(formula)
       expect do
diff --git a/Library/Homebrew/test/formula_spec.rb b/Library/Homebrew/test/formula_spec.rb
index 0cb2279d80..817f73ca8f 100644
--- a/Library/Homebrew/test/formula_spec.rb
+++ b/Library/Homebrew/test/formula_spec.rb
@@ -701,7 +701,7 @@ describe Formula do
         url "https://brew.sh/test-1.0.tbz"
       end
 
-      expect(f.service).to be_nil
+      expect(f.service.serialize).to eq({})
     end
 
     specify "service complicated" do
@@ -717,7 +717,8 @@ describe Formula do
           keep_alive true
         end
       end
-      expect(f.service).not_to be_nil
+      expect(f.service.serialize.keys)
+        .to contain_exactly(:run, :run_type, :error_log_path, :log_path, :working_dir, :keep_alive)
     end
 
     specify "service uses simple run" do
@@ -728,7 +729,21 @@ describe Formula do
         end
       end
 
-      expect(f.service).not_to be_nil
+      expect(f.service.serialize.keys).to contain_exactly(:run, :run_type)
+    end
+
+    specify "service with only custom names" do
+      f = formula do
+        url "https://brew.sh/test-1.0.tbz"
+        service do
+          plist_name "custom.macos.beanstalkd"
+          service_name "custom.linux.beanstalkd"
+        end
+      end
+
+      expect(f.plist_name).to eq("custom.macos.beanstalkd")
+      expect(f.service_name).to eq("custom.linux.beanstalkd")
+      expect(f.service.serialize.keys).to contain_exactly(:plist_name, :service_name)
     end
 
     specify "service helpers return data" do
diff --git a/Library/Homebrew/utils/service.rb b/Library/Homebrew/utils/service.rb
new file mode 100644
index 0000000000..edd6deb524
--- /dev/null
+++ b/Library/Homebrew/utils/service.rb
@@ -0,0 +1,50 @@
+# typed: true
+# frozen_string_literal: true
+
+module Utils
+  # Helpers for `brew services` related code.
+  module Service
+    # Check if a service is running for a specified formula.
+    sig { params(formula: Formula).returns(T::Boolean) }
+    def self.running?(formula)
+      if launchctl?
+        quiet_system(launchctl, "list", formula.plist_name)
+      elsif systemctl?
+        quiet_system(systemctl, "is-active", "--quiet", formula.service_name)
+      end
+    end
+
+    # Check if a service file is installed in the expected location.
+    sig { params(formula: Formula).returns(T::Boolean) }
+    def self.installed?(formula)
+      (launchctl? && formula.launchd_service_path.exist?) ||
+        (systemctl? && formula.systemd_service_path.exist?)
+    end
+
+    # Path to launchctl binary.
+    sig { returns(T.nilable(Pathname)) }
+    def self.launchctl
+      return @launchctl if defined? @launchctl
+
+      @launchctl = which("launchctl")
+    end
+
+    # Path to systemctl binary.
+    sig { returns(T.nilable(Pathname)) }
+    def self.systemctl
+      return @systemctl if defined? @systemctl
+
+      @systemctl = which("systemctl")
+    end
+
+    sig { returns(T::Boolean) }
+    def self.launchctl?
+      !launchctl.nil?
+    end
+
+    sig { returns(T::Boolean) }
+    def self.systemctl?
+      !systemctl.nil?
+    end
+  end
+end
diff --git a/Library/Homebrew/utils/service.rbi b/Library/Homebrew/utils/service.rbi
new file mode 100644
index 0000000000..9211be719a
--- /dev/null
+++ b/Library/Homebrew/utils/service.rbi
@@ -0,0 +1,7 @@
+# typed: strict
+
+module Utils
+  module Service
+    include Kernel
+  end
+end