diff --git a/CRM/Contact/Tokens.php b/CRM/Contact/Tokens.php
index 2c6bf924c920..4dc0cc9236f6 100644
--- a/CRM/Contact/Tokens.php
+++ b/CRM/Contact/Tokens.php
@@ -57,15 +57,12 @@ public function registerTokens(TokenRegisterEvent $e): void {
     if (!$this->checkActive($e->getTokenProcessor())) {
       return;
     }
-    $relatedTokens = array_flip($this->getTokenMappingsForRelatedEntities());
     foreach ($this->getTokenMetadata() as $tokenName => $field) {
       if ($field['audience'] === 'user') {
         $e->register([
           'entity' => $this->entity,
-          // Preserve legacy token names. It generally feels like
-          // it would be good to switch to the more specific token names
-          // but other code paths are still in use which can't handle them.
-          'field' => $relatedTokens[$tokenName] ?? $tokenName,
+          // We advertise the new-style token names - but support legacy ones.
+          'field' => $tokenName,
           'label' => $field['title'],
         ]);
       }
@@ -398,19 +395,31 @@ protected function getTokenMetadata(): array {
       }
       $metadata = (array) civicrm_api4($apiEntity, 'getfields', ['checkPermissions' => FALSE], 'name');
       foreach ($metadata as $field) {
-        $this->addFieldToTokenMetadata($tokensMetadata, $field, $exposedFields, 'primary_' . $entity);
+        if ($entity === 'website') {
+          // It's not the primary - it's 'just one of them' - so the name is _first not _primary
+          $this->addFieldToTokenMetadata($tokensMetadata, $field, $exposedFields, 'website_first');
+        }
+        else {
+          $this->addFieldToTokenMetadata($tokensMetadata, $field, $exposedFields, $entity . '_primary');
+          $field['label'] .= ' (' . ts('Billing') . ')';
+          // Set audience to sysadmin in case adding them to UI annoys people. If people ask to see this
+          // in the UI we could set to 'user'.
+          $field['audience'] = 'sysadmin';
+          $this->addFieldToTokenMetadata($tokensMetadata, $field, $exposedFields, $entity . '_billing');
+        }
       }
     }
     // Manually add in the abbreviated state province as that maps to
     // what has traditionally been delivered.
-    $tokensMetadata['primary_address.state_province_id:abbr'] = $tokensMetadata['primary_address.state_province_id:label'];
-    $tokensMetadata['primary_address.state_province_id:abbr']['name'] = 'state_province_id:abbr';
-    $tokensMetadata['primary_address.state_province_id:abbr']['audience'] = 'user';
+    $tokensMetadata['address_primary.state_province_id:abbr'] = $tokensMetadata['address_primary.state_province_id:label'];
+    $tokensMetadata['address_primary.state_province_id:abbr']['name'] = 'state_province_id:abbr';
+    $tokensMetadata['address_primary.state_province_id:abbr']['audience'] = 'user';
     // Hide the label for now because we are not sure if there are paths
     // where legacy token resolution is in play where this could not be resolved.
-    $tokensMetadata['primary_address.state_province_id:label']['audience'] = 'sysadmin';
+    $tokensMetadata['address_primary.state_province_id:label']['audience'] = 'sysadmin';
     // Hide this really obscure one. Just cos it annoys me.
-    $tokensMetadata['primary_address.manual_geo_code:label']['audience'] = 'sysadmin';
+    $tokensMetadata['address_primary.manual_geo_code:label']['audience'] = 'sysadmin';
+    $tokensMetadata['openid_primary.openid']['audience'] = 'sysadmin';
     Civi::cache('metadata')->set($this->getCacheKey(), $tokensMetadata);
     return $tokensMetadata;
   }
@@ -441,13 +450,20 @@ protected function getContact(int $contactId, array $requiredFields, bool $getAl
       $fieldSpec = $this->getMetadataForField($field);
       $prefix = '';
       if (isset($fieldSpec['table_name']) && $fieldSpec['table_name'] !== 'civicrm_contact') {
-        $tableAlias = str_replace('civicrm_', 'primary_', $fieldSpec['table_name']);
-        $joins[$tableAlias] = $fieldSpec['entity'];
-
-        $prefix = $tableAlias . '.';
-      }
-      if ($fieldSpec['type'] === 'Custom') {
-        $customFields['custom_' . $fieldSpec['custom_field_id']] = $fieldSpec['name'];
+        if ($fieldSpec['table_name'] === 'civicrm_website') {
+          $tableAlias = 'website_first';
+          $joins[$tableAlias] = $fieldSpec['entity'];
+          $prefix = $tableAlias . '.';
+        }
+        if ($fieldSpec['table_name'] === 'civicrm_openid') {
+          // We could start to deprecate this one maybe..... I've made it un-advertised.
+          $tableAlias = 'openid_primary';
+          $joins[$tableAlias] = $fieldSpec['entity'];
+          $prefix = $tableAlias . '.';
+        }
+        if ($fieldSpec['type'] === 'Custom') {
+          $customFields['custom_' . $fieldSpec['custom_field_id']] = $fieldSpec['name'];
+        }
       }
       $returnProperties[] = $prefix . $this->getMetadataForField($field)['name'];
     }
@@ -534,65 +550,81 @@ protected function getDeprecatedTokens(): array {
   /**
    * Get the tokens that are accessed by joining onto a related entity.
    *
-   * Note the original thinking was to migrate to advertising the tokens
-   * that more accurately reflect the schema & also add support for e.g
-   * billing_address.street_address - which would be hugely useful for workflow
-   * message templates.
+   * This is an array of legacy style tokens mapped to the new style - so that
+   * discontinued tokens still work (although they are no longer advertised).
+   *
+   * There are three types of legacy tokens
+   * - apiv3 style - e.g {contact.email}
+   * - ad hoc - hey cos it's CiviCRM
+   * - 'wrong' apiv4 style - ie I thought we would do 'primary_address' but we did
+   *   'address_primary' - these were added as the 'real token names' but not
+   *   advertised & likely never adopted so handling them for a while is a
+   *   conservative approach.
    *
-   * However that feels like a bridge too far for this round
-   * since we haven't quite hit the goal of all token processing going through
-   * the token processor & we risk advertising tokens that don't work if we get
-   * ahead of that process.
+   * The new type maps to the v4 api.
    *
    * @return string[]
    */
   protected function getTokenMappingsForRelatedEntities(): array {
-    return [
-      'on_hold' => 'primary_email.on_hold',
-      'on_hold:label' => 'primary_email.on_hold:label',
-      'phone_type_id' => 'primary_phone.phone_type_id',
-      'phone_type_id:label' => 'primary_phone.phone_type_id:label',
+    $legacyFieldMapping = [
+      'on_hold' => 'email_primary.on_hold:label',
+      'phone_type_id' => 'phone_primary.phone_type_id',
+      'phone_type_id:label' => 'phone_primary.phone_type_id:label',
+      'phone_type' => 'phone_primary.phone_type_id:label',
+      'phone' => 'phone_primary.phone',
+      'primary_phone.phone' => 'phone_primary.phone',
+      'phone_ext' => 'phone_primary.phone_ext',
+      'primary_phone.phone_ext' => 'phone_primary.phone_ext',
       'current_employer' => 'employer_id.display_name',
-      'location_type_id' => 'primary_address.location_type_id',
-      'location_type' => 'primary_address.location_type_id:label',
-      'location_type_id:label' => 'primary_address.location_type_id:label',
-      'street_address' => 'primary_address.street_address',
-      'address_id' => 'primary_address.id',
-      'address_name' => 'primary_address.name',
-      'street_number' => 'primary_address.street_number',
-      'street_number_suffix' => 'primary_address.street_number_suffix',
-      'street_name' => 'primary_address.street_name',
-      'street_unit' => 'primary_address.street_unit',
-      'supplemental_address_1' => 'primary_address.supplemental_address_1',
-      'supplemental_address_2' => 'primary_address.supplemental_address_2',
-      'supplemental_address_3' => 'primary_address.supplemental_address_3',
-      'city' => 'primary_address.city',
-      'postal_code' => 'primary_address.postal_code',
-      'postal_code_suffix' => 'primary_address.postal_code_suffix',
-      'geo_code_1' => 'primary_address.geo_code_1',
-      'geo_code_2' => 'primary_address.geo_code_2',
-      'manual_geo_code' => 'primary_address.manual_geo_code',
-      'master_id' => 'primary_address.master_id',
-      'county' => 'primary_address.county_id:label',
-      'county_id' => 'primary_address.county_id',
-      'state_province' => 'primary_address.state_province_id:abbr',
-      'state_province_id' => 'primary_address.state_province_id',
-      'country' => 'primary_address.country_id:label',
-      'country_id' => 'primary_address.country_id',
-      'world_region' => 'primary_address.country_id.region_id:name',
-      'phone_type' => 'primary_phone.phone_type_id:label',
-      'phone' => 'primary_phone.phone',
-      'phone_ext' => 'primary_phone.phone_ext',
-      'email' => 'primary_email.email',
-      'signature_text' => 'primary_email.signature_text',
-      'signature_html' => 'primary_email.signature_html',
-      'im' => 'primary_im.name',
-      'im_provider' => 'primary_im.provider_id',
-      'provider_id:label' => 'primary_im.provider_id:label',
-      'provider_id' => 'primary_im.provider_id',
-      'openid' => 'primary_openid.openid',
-      'url' => 'primary_website.url',
+      'location_type_id' => 'address_primary.location_type_id',
+      'location_type' => 'address_primary.location_type_id:label',
+      'location_type_id:label' => 'address_primary.location_type_id:label',
+      'street_address' => 'address_primary.street_address',
+      'address_id' => 'address_primary.id',
+      'address_name' => 'address_primary.name',
+      'street_number' => 'address_primary.street_number',
+      'street_number_suffix' => 'address_primary.street_number_suffix',
+      'street_name' => 'address_primary.street_name',
+      'street_unit' => 'address_primary.street_unit',
+      'supplemental_address_1' => 'address_primary.supplemental_address_1',
+      'supplemental_address_2' => 'address_primary.supplemental_address_2',
+      'supplemental_address_3' => 'address_primary.supplemental_address_3',
+      'city' => 'address_primary.city',
+      'postal_code' => 'address_primary.postal_code',
+      'postal_code_suffix' => 'address_primary.postal_code_suffix',
+      'geo_code_1' => 'address_primary.geo_code_1',
+      'geo_code_2' => 'address_primary.geo_code_2',
+      'manual_geo_code' => 'address_primary.manual_geo_code',
+      'master_id' => 'address_primary.master_id',
+      'county' => 'address_primary.county_id:label',
+      'county_id' => 'address_primary.county_id',
+      'state_province' => 'address_primary.state_province_id:abbr',
+      'state_province_id' => 'address_primary.state_province_id',
+      'country' => 'address_primary.country_id:label',
+      'country_id' => 'address_primary.country_id',
+      'world_region' => 'address_primary.country_id.region_id:name',
+      'email' => 'email_primary.email',
+      'signature_text' => 'email_primary.signature_text',
+      'signature_html' => 'email_primary.signature_html',
+      'im' => 'im_primary.name',
+      'im_provider' => 'im_primary.provider_id:label',
+      'openid' => 'openid_primary.openid',
+      'url' => 'website_first.url',
     ];
+    foreach ($legacyFieldMapping as $fieldName) {
+      // Add in our briefly-used 'primary_address' variants.
+      // ie add 'primary_email.email' => 'email_primary.email'
+      // so allow the former to be mapped to the latter.
+      // We can deprecate these out later as they were likely never adopted.
+      $oldPrimaryName = str_replace(
+        ['email_primary', 'im_primary', 'phone_primary', 'address_primary', 'openid_primary', 'website_first'],
+        ['primary_email', 'primary_im', 'primary_phone', 'primary_address', 'primary_openid', 'primary_website'],
+        $fieldName);
+      if ($oldPrimaryName !== $fieldName) {
+        $legacyFieldMapping[$oldPrimaryName] = $fieldName;
+      }
+    }
+    return $legacyFieldMapping;
   }
 
   /**
@@ -619,7 +651,7 @@ protected function getBespokeTokens(): array {
         'data_type' => 'String',
         'audience' => 'user',
       ],
-      'primary_address.country_id.region_id:name' => [
+      'address_primary.country_id.region_id:name' => [
         'title' => ts('World Region'),
         'name' => 'country_id.region_id.name',
         'type' => 'mapped',
diff --git a/CRM/Core/EntityTokens.php b/CRM/Core/EntityTokens.php
index b33ae4ebe3ba..af3ba17efd7b 100644
--- a/CRM/Core/EntityTokens.php
+++ b/CRM/Core/EntityTokens.php
@@ -614,7 +614,7 @@ protected function addFieldToTokenMetadata(array &$tokensMetadata, array $field,
     if ($field['type'] !== 'Custom' && !in_array($field['name'], $exposedFields, TRUE)) {
       return;
     }
-    $field['audience'] = 'user';
+    $field['audience'] = $field['audience'] ?? 'user';
     if ($field['name'] === 'contact_id') {
       // Since {contact.id} is almost always present don't confuse users
       // by also adding (e.g {participant.contact_id)
@@ -627,7 +627,7 @@ protected function addFieldToTokenMetadata(array &$tokensMetadata, array $field,
       // Convert to apiv3 style for now. Later we can add v4 with
       // portable naming & support for labels/ dates etc so let's leave
       // the space open for that.
-      // Not the existing quickform widget has handling for the custom field
+      // Not the existing QuickForm widget has handling for the custom field
       // format based on the title using this syntax.
       $parts = explode(': ', $field['label']);
       $field['title'] = "{$parts[1]} :: {$parts[0]}";
diff --git a/tests/phpunit/CRM/Core/BAO/MessageTemplateTest.php b/tests/phpunit/CRM/Core/BAO/MessageTemplateTest.php
index 78357cf69bc0..095dd65b1b62 100644
--- a/tests/phpunit/CRM/Core/BAO/MessageTemplateTest.php
+++ b/tests/phpunit/CRM/Core/BAO/MessageTemplateTest.php
@@ -123,7 +123,7 @@ public function getLocaleTemplates(array $allTemplates, array $locales): array {
    * @dataProvider getLocaleConfigurations
    */
   public function testRenderTranslatedTemplate($settings, $templates, $preferredLanguage, $expectRendered): void {
-    if (empty($settings['partial_locales']) && count(\CRM_Core_I18n::languages(FALSE)) <= 1) {
+    if (empty($settings['partial_locales']) && count(CRM_Core_I18n::languages(FALSE)) <= 1) {
       $this->markTestIncomplete('Full testing of localization requires l10n data.');
     }
     $cleanup = \CRM_Utils_AutoClean::swapSettings($settings);
@@ -658,39 +658,38 @@ public function getAdvertisedTokens(): array {
       '{contact.addressee_display}' => 'Addressee',
       '{contact.email_greeting_display}' => 'Email Greeting',
       '{contact.postal_greeting_display}' => 'Postal Greeting',
-      '{contact.current_employer}' => 'Current Employer',
-      '{contact.location_type_id:label}' => 'Address Location Type',
-      '{contact.address_id}' => 'Address ID',
-      '{contact.street_address}' => 'Street Address',
-      '{contact.street_number}' => 'Street Number',
-      '{contact.street_number_suffix}' => 'Street Number Suffix',
-      '{contact.street_name}' => 'Street Name',
-      '{contact.street_unit}' => 'Street Unit',
-      '{contact.supplemental_address_1}' => 'Supplemental Address 1',
-      '{contact.supplemental_address_2}' => 'Supplemental Address 2',
-      '{contact.supplemental_address_3}' => 'Supplemental Address 3',
-      '{contact.city}' => 'City',
-      '{contact.postal_code_suffix}' => 'Postal Code Suffix',
-      '{contact.postal_code}' => 'Postal Code',
-      '{contact.geo_code_1}' => 'Latitude',
-      '{contact.geo_code_2}' => 'Longitude',
-      '{contact.address_name}' => 'Address Name',
-      '{contact.master_id}' => 'Master Address ID',
-      '{contact.county}' => 'County',
-      '{contact.state_province}' => 'State/Province',
-      '{contact.country}' => 'Country',
-      '{contact.phone}' => 'Phone',
-      '{contact.phone_ext}' => 'Phone Extension',
-      '{contact.phone_type}' => 'Phone Type',
-      '{contact.email}' => 'Email',
-      '{contact.on_hold:label}' => 'On Hold',
-      '{contact.signature_text}' => 'Signature Text',
-      '{contact.signature_html}' => 'Signature Html',
-      '{contact.provider_id:label}' => 'IM Provider',
-      '{contact.im}' => 'IM Screen Name',
-      '{contact.openid}' => 'OpenID',
-      '{contact.world_region}' => 'World Region',
-      '{contact.url}' => 'Website',
+      '{contact.employer_id.display_name}' => 'Current Employer',
+      '{contact.address_primary.location_type_id:label}' => 'Address Location Type',
+      '{contact.address_primary.id}' => 'Address ID',
+      '{contact.address_primary.street_address}' => 'Street Address',
+      '{contact.address_primary.street_number}' => 'Street Number',
+      '{contact.address_primary.street_number_suffix}' => 'Street Number Suffix',
+      '{contact.address_primary.street_name}' => 'Street Name',
+      '{contact.address_primary.street_unit}' => 'Street Unit',
+      '{contact.address_primary.supplemental_address_1}' => 'Supplemental Address 1',
+      '{contact.address_primary.supplemental_address_2}' => 'Supplemental Address 2',
+      '{contact.address_primary.supplemental_address_3}' => 'Supplemental Address 3',
+      '{contact.address_primary.city}' => 'City',
+      '{contact.address_primary.postal_code_suffix}' => 'Postal Code Suffix',
+      '{contact.address_primary.postal_code}' => 'Postal Code',
+      '{contact.address_primary.geo_code_1}' => 'Latitude',
+      '{contact.address_primary.geo_code_2}' => 'Longitude',
+      '{contact.address_primary.name}' => 'Address Name',
+      '{contact.address_primary.master_id}' => 'Master Address ID',
+      '{contact.address_primary.county_id:label}' => 'County',
+      '{contact.address_primary.state_province_id:abbr}' => 'State/Province',
+      '{contact.address_primary.country_id:label}' => 'Country',
+      '{contact.phone_primary.phone}' => 'Phone',
+      '{contact.phone_primary.phone_ext}' => 'Phone Extension',
+      '{contact.phone_primary.phone_type_id:label}' => 'Phone Type',
+      '{contact.email_primary.email}' => 'Email',
+      '{contact.email_primary.on_hold:label}' => 'On Hold',
+      '{contact.email_primary.signature_text}' => 'Signature Text',
+      '{contact.email_primary.signature_html}' => 'Signature Html',
+      '{contact.im_primary.provider_id:label}' => 'IM Provider',
+      '{contact.im_primary.name}' => 'IM Screen Name',
+      '{contact.address_primary.country_id.region_id:name}' => 'World Region',
+      '{contact.website_first.url}' => 'Website',
       '{contact.custom_9}' => 'Contact reference field :: Custom Group',
       '{contact.custom_7}' => 'Country :: Custom Group',
       '{contact.custom_8}' => 'Country-multi :: Custom Group',
@@ -722,6 +721,7 @@ public function getAdvertisedTokens(): array {
    * Note it will render additional custom fields if they exist.
    *
    * @return array
+   *
    * @throws \CRM_Core_Exception
    */
   public function getOldContactTokens(): array {
@@ -828,6 +828,46 @@ public function getOldContactTokens(): array {
     ];
   }
 
+  /**
+   * Test tokens that we briefly introduced before changing our minds....
+   *
+   * The style I thought we were going to go with looked like
+   *
+   * {contact.primary_address.street_address} but.... we went with
+   * {contact.address_primary.street_address} at the apiv4 level - which is what
+   * we are trying to mirror. It's likely no-one ever used these as we didn't
+   * advertise them and the old 'random' v3 style tokens continued to work.
+   *
+   * But, we should support them for a bit - which means testing them...
+   *
+   * @throws \CRM_Core_Exception
+   */
+  public function testBrieflyPopularTokens(): void {
+    $this->createCustomGroupWithFieldsOfAllTypes([]);
+    $tokenData = $this->getOldContactTokens();
+    $this->setupContactFromTokeData($tokenData);
+    // One token from each entity....
+    $tokenString = "primary_email:{contact.primary_email.email}\n"
+      . "primary_address:{contact.primary_address.street_address}\n"
+      . "primary_im:{contact.primary_im.name}\n"
+      . "primary_website:{contact.primary_website.url}\n"
+      . "primary_openid:{contact.primary_openid.openid}\n"
+      . "primary_phone:{contact.primary_phone.phone}\n";
+
+    $tokenProcessor = new TokenProcessor(Civi::dispatcher(), []);
+    $tokenProcessor->addMessage('html', $tokenString, 'text/html');
+    $tokenProcessor->addRow(['contactId' => $tokenData['contact_id']]);
+    $tokenProcessor->evaluate();
+    $messageHtml = $tokenProcessor->getRow(0)->render('html');
+    $this->assertEquals('primary_email:anthony_anderson@civicrm.org
+primary_address:Street Address
+primary_im:IM Screen Name
+primary_website:https://civicrm.org
+primary_openid:OpenID
+primary_phone:123-456
+', $messageHtml);
+  }
+
   /**
    * @param array $tokenData
    *
@@ -927,10 +967,10 @@ protected function getExpectedContactOutput(int $id, array $tokenData, string $a
 phone_type_id:2
 phone_type:Mobile
 email:anthony_anderson@civicrm.org
-on_hold:0
+on_hold:No
 signature_text:Yours sincerely
 signature_html:<p>Yours</p>
-im_provider:1
+im_provider:Yahoo
 im:IM Screen Name
 openid:OpenID
 world_region:America South, Central, North and Caribbean
@@ -1000,39 +1040,38 @@ protected function getExpectedContactOutputNewStyle(int $id, array $tokenData, s
 addressee_display |Mr. Robert Frank Smith II
 email_greeting_display |Dear Robert
 postal_greeting_display |Dear Robert
-current_employer |Unit Test Organization
-location_type_id:label |Home
-address_id |' . $id . '
-street_address |Street Address
-street_number |123
-street_number_suffix |S
-street_name |Main St
-street_unit |45B
-supplemental_address_1 |Round the corner
-supplemental_address_2 |Up the road
-supplemental_address_3 |By the big tree
-city |New York
-postal_code_suffix |4578
-postal_code |90210
-geo_code_1 |48.858093
-geo_code_2 |2.294694
-address_name |The white house
-master_id |' . $tokenData['master_id'] . '
-county |
-state_province |TX
-country |United States
-phone |123-456
-phone_ext |77
-phone_type |Mobile
-email |anthony_anderson@civicrm.org
-on_hold:label |No
-signature_text |Yours sincerely
-signature_html |<p>Yours</p>
-provider_id:label |Yahoo
-im |IM Screen Name
-openid |OpenID
-world_region |America South, Central, North and Caribbean
-url |https://civicrm.org
+employer_id.display_name |Unit Test Organization
+address_primary.location_type_id:label |Home
+address_primary.id |' . $id . '
+address_primary.street_address |Street Address
+address_primary.street_number |123
+address_primary.street_number_suffix |S
+address_primary.street_name |Main St
+address_primary.street_unit |45B
+address_primary.supplemental_address_1 |Round the corner
+address_primary.supplemental_address_2 |Up the road
+address_primary.supplemental_address_3 |By the big tree
+address_primary.city |New York
+address_primary.postal_code_suffix |4578
+address_primary.postal_code |90210
+address_primary.geo_code_1 |48.858093
+address_primary.geo_code_2 |2.294694
+address_primary.name |The white house
+address_primary.master_id |' . $tokenData['master_id'] . '
+address_primary.county_id:label |
+address_primary.state_province_id:abbr |TX
+address_primary.country_id:label |United States
+phone_primary.phone |123-456
+phone_primary.phone_ext |77
+phone_primary.phone_type_id:label |Mobile
+email_primary.email |anthony_anderson@civicrm.org
+email_primary.on_hold:label |No
+email_primary.signature_text |Yours sincerely
+email_primary.signature_html |&lt;p&gt;Yours&lt;/p&gt;
+im_primary.provider_id:label |Yahoo
+im_primary.name |IM Screen Name
+address_primary.country_id.region_id:name |America South, Central, North and Caribbean
+website_first.url |https://civicrm.org
 custom_9 |Mr. Spider Man II
 custom_7 |New Zealand
 custom_8 |France, Canada