diff --git a/src/core/client/stream/tabs/comments/views/permalink/components/ConversationThread.css b/src/core/client/stream/tabs/comments/views/permalink/components/ConversationThread.css
index 3074b5320..4fc79ebc4 100644
--- a/src/core/client/stream/tabs/comments/views/permalink/components/ConversationThread.css
+++ b/src/core/client/stream/tabs/comments/views/permalink/components/ConversationThread.css
@@ -5,3 +5,7 @@
   padding-left: var(--spacing-unit);
   padding-bottom: var(--spacing-unit);
 }
+
+.showMoreButton {
+  text-transform: uppercase;
+}
diff --git a/src/core/client/stream/tabs/comments/views/permalink/components/ConversationThread.tsx b/src/core/client/stream/tabs/comments/views/permalink/components/ConversationThread.tsx
index 157dd65f5..da5597eef 100644
--- a/src/core/client/stream/tabs/comments/views/permalink/components/ConversationThread.tsx
+++ b/src/core/client/stream/tabs/comments/views/permalink/components/ConversationThread.tsx
@@ -71,16 +71,16 @@ const ConversationThread: StatelessComponent<
           <Circle hollow className={styles.loadMore}>
             <Flex alignItems="center" itemGutter="half">
               <Localized
-                id="comments-conversationThread-showHiddenComments"
+                id="comments-conversationThread-showMoreOfThisConversation"
                 $count={props.remaining}
               >
                 <Button
+                  className={styles.showMoreButton}
                   onClick={props.loadMore}
                   disabled={props.disableLoadMore}
-                  id="comments-conversationThread-showHiddenComments"
                   variant="underlined"
                 >
-                  Show hidden comments
+                  Show more of this conversation
                 </Button>
               </Localized>
               {props.remaining > 1 && <Counter>{props.remaining}</Counter>}
diff --git a/src/core/client/stream/tabs/comments/views/permalink/components/__snapshots__/ConversationThread.spec.tsx.snap b/src/core/client/stream/tabs/comments/views/permalink/components/__snapshots__/ConversationThread.spec.tsx.snap
index 146fc5679..03f314a5c 100644
--- a/src/core/client/stream/tabs/comments/views/permalink/components/__snapshots__/ConversationThread.spec.tsx.snap
+++ b/src/core/client/stream/tabs/comments/views/permalink/components/__snapshots__/ConversationThread.spec.tsx.snap
@@ -44,15 +44,15 @@ exports[`with 2 remaining parent comments renders correctly 1`] = `
       >
         <Localized
           $count={2}
-          id="comments-conversationThread-showHiddenComments"
+          id="comments-conversationThread-showMoreOfThisConversation"
         >
           <ForwardRef(forwardRef)
+            className="ConversationThread-showMoreButton"
             disabled={false}
-            id="comments-conversationThread-showHiddenComments"
             onClick={[Function]}
             variant="underlined"
           >
-            Show hidden comments
+            Show more of this conversation
           </ForwardRef(forwardRef)>
         </Localized>
         <withPropsOnChange(Counter)>
@@ -108,15 +108,15 @@ exports[`with 2 remaining parent comments renders with disabled load more 1`] =
       >
         <Localized
           $count={2}
-          id="comments-conversationThread-showHiddenComments"
+          id="comments-conversationThread-showMoreOfThisConversation"
         >
           <ForwardRef(forwardRef)
+            className="ConversationThread-showMoreButton"
             disabled={true}
-            id="comments-conversationThread-showHiddenComments"
             onClick={[Function]}
             variant="underlined"
           >
-            Show hidden comments
+            Show more of this conversation
           </ForwardRef(forwardRef)>
         </Localized>
         <withPropsOnChange(Counter)>
diff --git a/src/core/client/stream/test/comments/__snapshots__/permalinkViewLoadMoreParents.spec.tsx.snap b/src/core/client/stream/test/comments/__snapshots__/permalinkViewLoadMoreParents.spec.tsx.snap
index d63332eb1..229626e96 100644
--- a/src/core/client/stream/test/comments/__snapshots__/permalinkViewLoadMoreParents.spec.tsx.snap
+++ b/src/core/client/stream/test/comments/__snapshots__/permalinkViewLoadMoreParents.spec.tsx.snap
@@ -76,9 +76,8 @@ exports[`renders conversation thread 1`] = `
         className="Flex-root Flex-flex Flex-halfItemGutter Flex-alignCenter"
       >
         <button
-          className="BaseButton-root Button-root Button-sizeRegular Button-colorRegular Button-variantUnderlined"
+          className="BaseButton-root Button-root ConversationThread-showMoreButton Button-sizeRegular Button-colorRegular Button-variantUnderlined"
           disabled={false}
-          id="comments-conversationThread-showHiddenComments"
           onBlur={[Function]}
           onClick={[Function]}
           onFocus={[Function]}
@@ -87,7 +86,7 @@ exports[`renders conversation thread 1`] = `
           onTouchEnd={[Function]}
           type="button"
         >
-          SHOW HIDDEN COMMENTS
+          Show More of This Conversation
         </button>
         <span
           className="Counter-root Counter-colorInherit"
@@ -272,7 +271,7 @@ exports[`renders conversation thread 1`] = `
 </div>
 `;
 
-exports[`shows hidden comments 1`] = `
+exports[`shows more of this conversation 1`] = `
 <div
   className="ConversationThread-root"
   data-testid="comments-permalinkView-conversationThread"
diff --git a/src/core/client/stream/test/comments/permalinkViewLoadMoreParents.spec.tsx b/src/core/client/stream/test/comments/permalinkViewLoadMoreParents.spec.tsx
index 03efa7a9a..a665380f1 100644
--- a/src/core/client/stream/test/comments/permalinkViewLoadMoreParents.spec.tsx
+++ b/src/core/client/stream/test/comments/permalinkViewLoadMoreParents.spec.tsx
@@ -99,7 +99,7 @@ it("renders conversation thread", async () => {
   expect(within(conversationThread).toJSON()).toMatchSnapshot();
 });
 
-it("shows hidden comments", async () => {
+it("shows more of this conversation", async () => {
   const conversationThread = await waitForElement(() =>
     within(testRenderer.root).getByTestID(
       "comments-permalinkView-conversationThread"
@@ -108,13 +108,13 @@ it("shows hidden comments", async () => {
 
   // Show hidden comments.
   within(conversationThread)
-    .getByText("SHOW HIDDEN COMMENTS")
+    .getByText("Show More of This Conversation")
     .props.onClick();
 
   // Wait until button disappears.
   await wait(() =>
     expect(
-      within(conversationThread).queryByText("SHOW HIDDEN COMMENTS")
+      within(conversationThread).queryByText("Show More of This Conversation")
     ).toBeNull()
   );
 
diff --git a/src/locales/en-US/stream.ftl b/src/locales/en-US/stream.ftl
index 2ce799658..68947be39 100644
--- a/src/locales/en-US/stream.ftl
+++ b/src/locales/en-US/stream.ftl
@@ -74,11 +74,8 @@ comments-editCommentForm-editRemainingTime = Edit: <time></time> remaining
 comments-editCommentForm-editTimeExpired = Edit time has expired. You can no longer edit this comment. Why not post another one?
 comments-editedMarker-edited = Edited
 comments-showConversationLink-readMore = Read More of this Conversation >
-comments-conversationThread-showHiddenComments =
-  { $count ->
-      [1] SHOW HIDDEN COMMENT
-      *[other] SHOW HIDDEN COMMENTS
-  }
+comments-conversationThread-showMoreOfThisConversation =
+  Show More of This Conversation
 
 comments-permalinkView-currentViewing = You are currently viewing a
 comments-permalinkView-singleConversation = SINGLE CONVERSATION