The present invention discloses a solution for user customization of Web 2.0 applications. In the solution, a browser can establish a connection with a Web 2.0 server. The browser can convey user identification information to the Web 2.0 server and request a Web 2.0 application. Based on the conveyed identifying information, a user can be identified. The Web 2.0 server can then query a server-side data store for customizations associated with the identified user and requested application. When customizations exist in the data store, the customizations can be applied to the Web 2.0 application. The customized Web 2.0 application can then be conveyed to the browser. The browser can be a Web browser or a voice browser depending upon implementation specifics.