We write in American English for customers in EMEA, LATAM, and certain APAC countries, as this is our brand standard for all communications.
However, communications directly from people in the UK, written for customers in the UK, or in former or current Commonwealth nations such as Brunei, Hong Kong, India, Ireland, Malaysia, New Zealand, Pakistan, Singapore, South Africa, and Sri Lanka, can use UK English spelling, grammar, and punctuation. Content types where UK English is acceptable in these markets include above-the-line advertising or an email from a UK-based support representative.
American English is the standard for all product copy, and developers should code in U.S. English.