diff --git a/.changeset/pr-279.md b/.changeset/pr-279.md
new file mode 100644
index 00000000..4e622b9c
--- /dev/null
+++ b/.changeset/pr-279.md
@@ -0,0 +1,5 @@
+---
+"@wdio/browserstack-service": minor
+---
+
+- `browser.setCustomTags()` now works with WebdriverIO + CucumberJS: custom metadata set in steps or Cucumber `Before`/`After` hooks is reported on the scenario in Test Reporting & Analytics.
diff --git a/packages/browserstack-service/src/cli/modules/customTagsModule.ts b/packages/browserstack-service/src/cli/modules/customTagsModule.ts
index b70b679b..f3d1f532 100644
--- a/packages/browserstack-service/src/cli/modules/customTagsModule.ts
+++ b/packages/browserstack-service/src/cli/modules/customTagsModule.ts
@@ -11,6 +11,7 @@ import { TestFrameworkState } from '../states/testFrameworkState.js'
 import { TestFrameworkConstants } from '../frameworks/constants/testFrameworkConstants.js'
 import { CLIUtils } from '../cliUtils.js'
 import WdioMochaTestFramework from '../frameworks/wdioMochaTestFramework.js'
+import WdioCucumberTestFramework from '../frameworks/wdioCucumberTestFramework.js'
 import { BrowserstackCLI } from '../index.js'
 import { mergeIntoTags, parseCommaSeparatedValues, getCurrentMochaHookWindow } from '../../customTags.js'
 import type { CustomMetadata } from '../../customTags.js'
@@ -55,8 +56,9 @@ export default class CustomTagsModule extends BaseModule {
         return CustomTagsModule.MODULE_NAME
     }
 
-    private isMochaFramework(): boolean {
-        return BrowserstackCLI.getInstance().getTestFramework() instanceof WdioMochaTestFramework
+    private isSupportedFramework(): boolean {
+        const framework = BrowserstackCLI.getInstance().getTestFramework()
+        return framework instanceof WdioMochaTestFramework || framework instanceof WdioCucumberTestFramework
     }
 
     async onBeforeExecute() {
@@ -75,14 +77,11 @@ export default class CustomTagsModule extends BaseModule {
 
             (browser as WebdriverIO.Browser).setCustomTags = async (key: string, value: string): Promise<void> => {
                 try {
-                    // Mocha-only, matching the legacy handler (custom-tags-handler, which warns
-                    // and no-ops for any framework other than mocha). The method is still
-                    // registered so the call resolves and the warning reaches the user, exactly
-                    // as on the legacy flow. Without this gate the CLI path silently STARTS
-                    // supporting custom tags for other frameworks — a widening, but an
-                    // unrequested behaviour change all the same.
-                    if (!this.isMochaFramework()) {
-                        this.logger.warn('setCustomTags is only supported for the mocha framework; ignoring call')
+                    // Registered for every framework so the call always resolves; only the
+                    // CLI frameworks that mint a per-test instance (a Mocha test, a Cucumber
+                    // scenario) can carry the tags.
+                    if (!this.isSupportedFramework()) {
+                        this.logger.warn('setCustomTags is only supported for the mocha and cucumber frameworks; ignoring call')
                         return
                     }
                     if (!key || !value) {
diff --git a/packages/browserstack-service/tests/cli/modules/customTagsModule.test.ts b/packages/browserstack-service/tests/cli/modules/customTagsModule.test.ts
index 32b98d3f..f8ddb624 100644
--- a/packages/browserstack-service/tests/cli/modules/customTagsModule.test.ts
+++ b/packages/browserstack-service/tests/cli/modules/customTagsModule.test.ts
@@ -33,9 +33,8 @@ import { BrowserstackCLI } from '../../../src/cli/index.js'
 import { BStackLogger } from '../../../src/cli/cliLogger.js'
 
 /**
- * 8-D. `setCustomTags` warns and no-ops for every framework except mocha, which
- * is what the legacy custom-tags-handler does. Discriminating: the SAME call merges tags under
- * mocha and merges nothing under cucumber.
+ * `setCustomTags` merges for the CLI-supported frameworks (mocha, cucumber) and warns and
+ * no-ops when no CLI test framework is registered.
  */
 describe('CustomTagsModule — framework gate', () => {
     let module: CustomTagsModule
@@ -82,16 +81,16 @@ describe('CustomTagsModule — framework gate', () => {
         expect(instance.updateMultipleEntries).toHaveBeenCalled()
     })
 
-    it('warns and no-ops for cucumber — the opposite answer on the same call', async () => {
+    it('merges tags into the current scenario for cucumber', async () => {
         useFramework(Object.create(WdioCucumberTestFramework.prototype))
         const setCustomTags = await register()
 
         await setCustomTags('TC', 'TC-1,TC-2')
 
-        expect(instance.updateMultipleEntries).not.toHaveBeenCalled()
-        expect(BStackLogger.warn).toHaveBeenCalledWith(
-            'setCustomTags is only supported for the mocha framework; ignoring call'
-        )
+        expect(instance.updateMultipleEntries).toHaveBeenCalledWith({
+            custom_metadata: { TC: { field_type: 'multi_dropdown', values: ['TC-1', 'TC-2'] } }
+        })
+        expect(BStackLogger.warn).not.toHaveBeenCalled()
     })
 
     it('warns and no-ops when no CLI test framework is registered', async () => {
@@ -102,7 +101,7 @@ describe('CustomTagsModule — framework gate', () => {
 
         expect(instance.updateMultipleEntries).not.toHaveBeenCalled()
         expect(BStackLogger.warn).toHaveBeenCalledWith(
-            'setCustomTags is only supported for the mocha framework; ignoring call'
+            'setCustomTags is only supported for the mocha and cucumber frameworks; ignoring call'
         )
     })
 })