Aspects of the disclosure relate to training and using a phrase recognition model to identify phrases in images. As an example, a selected phrase list may include a plurality of phrases is received. Each phrase of the plurality of phrases includes text. An initial plurality of images may be received. A training image set may be selected from the initial plurality of images by identifying the phrase-containing images that include one or more phrases from the selected phrase list. Each given phrase-containing image of the training image set may be labeled with information identifying the one or more phrases from the selected phrase list included in the given phrase-containing images. The model may be trained based on the training image set such that the model is configured to, in response to receiving an input image, output data indicating whether a phrase of the plurality of phrases is included in the input image.