Generally discussed herein are devices, systems, and methods for custom wake word selection assistance. A method can include receiving, at a device, data indicating a custom wake word provided by a user, determining one or more characteristics of the custom wake word, determining that use of the custom wake word will cause more than a threshold rate of false detections based on the characteristics, rejecting the custom wake word as the wake word for accessing a personal assistant in response to determining that use of the custom wake word will cause more than a threshold rate of false detections, and setting the custom wake word as the wake word in response to determining that use of the custom wake word will not cause more than the threshold rate of false detections.