The Motorola Mobility Moto X phone is displayed during a launch event in New York, U.S., on Thursday, Aug. 1, 2013. (Scott Eells/BLOOMBERG)

The Moto X, Google’s super-customizable smartphone, is now available on all U.S. carriers to let smartphone buyers pick the color scheme and texture of the company’s flagship phone.

Customers can pick the back, front and accent colors of the Moto X through the Moto Maker Web site, as well as extra features such as the message that appears when the phone powers on and its default wallpaper. The phone debuted on AT&T in August, marking the first phone Motorola Mobility had developed since being acquired by Google.

The 4.7-inch smartphone hasn’t been a breakaway hit, despite being a fairly good product. Because it debuted as a firmly mid-market phone — not super cheap, but not super-pricey at a release price of $199.99 — it didn’t have a niche to capture. With its wider introduction, however, the phone has dropped to $99 and picked up a better chance to appeal to the budget-conscious.

At a lower price point and with its fleet of customizable options, the Moto X could be a good competitor for the iPhone 5c. Apple’s cheaper iPhone, after all, is also being marketed as a model for people who like to express their personalities through their tech.

In addition to being available on AT&T, Sprint, T-Mobile and Verizon, the Moto X is also available in black and white at U.S. Cellular.