Improve branding/presentation of BTHome devices in Home Assistant

[Misiu]

Describe your request

Currently, Home Assistant discovers many BLE devices through the generic BTHome integration.

Technically, this is correct because BTHome is the Bluetooth advertisement protocol used by these devices. However, from a user perspective, this can be confusing and inconsistent compared to other Bluetooth integrations.

Current behavior

For example:

Shelly BLU Button1
Shelly BLU Motion
Shelly BLU Door/Window

are discovered and shown simply as:

BTHome

instead of being presented as Shelly devices.

At the same time, devices from other vendors, such as SwitchBot, are shown using vendor-specific integrations like:

SwitchBot Bluetooth

which feels much more intuitive and user-friendly.

Why this feels inconsistent

Most users buy devices by brand, not by BLE protocol.

A user purchasing a Shelly BLU device expects:

Shelly branding
Shelly integration
Shelly device naming

not a generic protocol-level integration name.

The current approach makes it look as if:

Shelly BLU devices are “generic BLE sensors”
while SwitchBot devices are “first-class integrations”

even though both are Bluetooth-based devices underneath.

Suggestion

Consider improving discovery/presentation logic for known BTHome-compatible vendors.

Examples:

Shelly BLU devices → shown as “Shelly Bluetooth” or under the Shelly integration
Other known vendors using BTHome → displayed with vendor-aware naming

The underlying protocol can still remain BTHome internally, but the UI/UX could better reflect the actual product ecosystem users purchased.

Additional context

BTHome is an open BLE advertisement standard and is already supported by Home Assistant out of the box. The issue here is not protocol support, but rather how discovered devices are categorized and presented in the UI.

This would improve:

• onboarding experience
• discoverability
• consistency across Bluetooth integrations
• user understanding of device ownership/ecosystem

Why the uncertainty?

Because I'm not sure if this should be added to the Bluetooth category or to Integration or Core functionality

Use cases

• A user buys a Shelly BLU device and expects it to appear as a Shelly product, not as a generic “BTHome” device.
• Users troubleshooting Bluetooth devices can more easily identify which ecosystem/vendor a device belongs to.
• Improves onboarding experience for non-technical users who may not know what BTHome is.
• Makes Bluetooth integrations more consistent across Home Assistant (similar to SwitchBot, Xiaomi, etc.).
• Reduces confusion when multiple BTHome-based devices from different vendors are present.
• Helps users discover vendor ecosystems and related integrations more naturally.

What areas might this affect?

No response

Anything else?

No response