Systems, methods, and computer-readable media are described for selecting and displaying custom user interface (“UI”) controls. A user of a networked computing service may create custom UI controls that perform user-specified actions, and the networked computing service may present these custom UI controls as part of its user interface. The networked computing service may determine which of a set of custom UI controls to present based on criteria such as frequency or recency of recurring usage, a context or a category associated with the custom UI controls, user preferences, the status of a pending action, usage of similar custom UI controls by other users, or other criteria. The networked computing service may present an interface that enables further customization or modification of the custom UI controls.