diff --git a/.github/ISSUE_TEMPLATE/bug-report.yml b/.github/ISSUE_TEMPLATE/bug-report.yml
index 45120a46f..c05a0c707 100644
--- a/.github/ISSUE_TEMPLATE/bug-report.yml
+++ b/.github/ISSUE_TEMPLATE/bug-report.yml
@@ -1,6 +1,6 @@
 name: Bug report
 description: Something is not working correctly
-labels: "Status: Needs triage :mag:, Issue: Bug Report :bug:"
+labels: "Needs triage :mag:, Bug Report :bug:"
 
 body:
   - type: markdown
diff --git a/.github/ISSUE_TEMPLATE/feature-request.yml b/.github/ISSUE_TEMPLATE/feature-request.yml
index a310531f3..ec145b11f 100644
--- a/.github/ISSUE_TEMPLATE/feature-request.yml
+++ b/.github/ISSUE_TEMPLATE/feature-request.yml
@@ -1,6 +1,6 @@
 name: Feature request
 description: Suggest an idea for this project
-labels: "Status: Needs triage :mag:, Issue: Feature Request :nerd_face:"
+labels: "Needs triage :mag:, Feature Request :nerd_face:"
 
 body:
   - type: markdown
diff --git a/.github/ISSUE_TEMPLATE/general-question.yml b/.github/ISSUE_TEMPLATE/general-question.yml
index 29e6a76ba..3f7baee39 100644
--- a/.github/ISSUE_TEMPLATE/general-question.yml
+++ b/.github/ISSUE_TEMPLATE/general-question.yml
@@ -1,6 +1,6 @@
 name: General question
 description: General questions around Vizro
-labels: "Status: Needs triage :mag:, Issue: General Question :question:"
+labels: "Needs triage :mag:, General Question :question:"
 
 body:
   - type: markdown
diff --git a/.github/labeler.yml b/.github/labeler.yml
index e56592345..88111bc0c 100644
--- a/.github/labeler.yml
+++ b/.github/labeler.yml
@@ -1,3 +1,3 @@
-"Package: Vizro-AI :robot:":
+"Vizro-AI :robot:":
   - changed-files:
       - any-glob-to-any-file: ["vizro-ai/**/*"]
diff --git a/tools/check_branch_name.sh b/tools/check_branch_name.sh
index 33ff6bcec..561b34d29 100755
--- a/tools/check_branch_name.sh
+++ b/tools/check_branch_name.sh
@@ -2,7 +2,7 @@
 
 BRANCH_LOCAL=$(git symbolic-ref --short HEAD)
 BRANCH_CI=${GITHUB_HEAD_REF:-${GITHUB_REF#refs/heads/}}
-REGEX="^(main|(release|feat|bug|docs|qa|dev|demo|ci|tidy|dependabot)\/[^/]+(/[^/]+)*)$"
+REGEX="^(main|(release|feat|bug|docs|qa|dev|demo|ci|tidy|dependabot|poc)\/[^/]+(/[^/]+)*)$"
 
 if ! [[ $BRANCH_LOCAL =~ $REGEX ]]  && [[ $BRANCH_CI =~ $REGEX ]]; then
   echo "Branch name is invalid - please rename your branch following this regex syntax: $REGEX"
diff --git a/vizro-core/changelog.d/20240625_114610_antony.milne_make_vizro_callable.md b/vizro-core/changelog.d/20240625_114610_antony.milne_make_vizro_callable.md
new file mode 100644
index 000000000..e35846d9f
--- /dev/null
+++ b/vizro-core/changelog.d/20240625_114610_antony.milne_make_vizro_callable.md
@@ -0,0 +1,47 @@
+<!--
+A new scriv changelog fragment.
+
+Uncomment the section that is right (remove the HTML comment wrapper).
+-->
+
+<!--
+### Highlights ✨
+
+- A bullet item for the Highlights ✨ category with a link to the relevant PR at the end of your entry, e.g. Enable feature XXX ([#1](https://github.com/mckinsey/vizro/pull/1))
+
+-->
+<!--
+### Removed
+
+- A bullet item for the Removed category with a link to the relevant PR at the end of your entry, e.g. Enable feature XXX ([#1](https://github.com/mckinsey/vizro/pull/1))
+
+-->
+
+### Added
+
+- Vizro app itself implements WSGI interface as a shortcut to `app.dash.server`. ([#580](https://github.com/mckinsey/vizro/pull/580))
+
+<!--
+### Changed
+
+- A bullet item for the Changed category with a link to the relevant PR at the end of your entry, e.g. Enable feature XXX ([#1](https://github.com/mckinsey/vizro/pull/1))
+
+-->
+<!--
+### Deprecated
+
+- A bullet item for the Deprecated category with a link to the relevant PR at the end of your entry, e.g. Enable feature XXX ([#1](https://github.com/mckinsey/vizro/pull/1))
+
+-->
+<!--
+### Fixed
+
+- A bullet item for the Fixed category with a link to the relevant PR at the end of your entry, e.g. Enable feature XXX ([#1](https://github.com/mckinsey/vizro/pull/1))
+
+-->
+<!--
+### Security
+
+- A bullet item for the Security category with a link to the relevant PR at the end of your entry, e.g. Enable feature XXX ([#1](https://github.com/mckinsey/vizro/pull/1))
+
+-->
diff --git a/vizro-core/docs/pages/user-guides/run.md b/vizro-core/docs/pages/user-guides/run.md
index 11f2236c1..81ee62c9a 100644
--- a/vizro-core/docs/pages/user-guides/run.md
+++ b/vizro-core/docs/pages/user-guides/run.md
@@ -105,19 +105,18 @@ The dashboard application can be launched in a Jupyter environment in `inline`,
         )
 
         dashboard = vm.Dashboard(pages=[page])
-        app = Vizro().build(dashboard)
-        server = app.dash.server # (1)!
+        app = Vizro().build(dashboard)  # (1)!
 
         if __name__ == "__main__":  # (2)!
             app.run()
         ```
 
-        1. Expose the underlying Flask app through `app.dash.server`; this will be used by Gunicorn.
+        1. The Vizro `app` object is a WSGI application that exposes the underlying Flask app; this will be used by Gunicorn.
         2. Enable the same app to still be run using the built-in Flask server with `python app.py` for development purposes.
 
 To run using Gunicorn with four worker processes, execute
 ```bash
-gunicorn app:server --workers 4
+gunicorn app:app --workers 4
 ```
 in the command line. For more Gunicorn configuration options, refer to [Gunicorn documentation](https://docs.gunicorn.org/).
 
@@ -132,6 +131,6 @@ A Vizro app wraps a Dash app, which itself wraps a Flask app. Hence to deploy a
 - [Flask deployment documentation](https://flask.palletsprojects.com/en/2.0.x/deploying/)
 - [Dash deployment documentation](https://dash.plotly.com/deployment)
 
-In particular, `app = Vizro()` exposes the Flask app through `app.dash.server`. As in the [above example with Gunicorn](#gunicorn), this provides the application instance to a [WSGI](https://werkzeug.palletsprojects.com/en/3.0.x/terms/#wsgi) server.
+Internally, `app = Vizro()` contains a Flask app in `app.dash.server`. However, as a convenience, the Vizro `app` itself implements the [WSGI application interface](https://werkzeug.palletsprojects.com/en/3.0.x/terms/#wsgi) as a shortcut to the underlying Flask app. This means that, as in the [above example with Gunicorn](#gunicorn), the Vizro `app` object can be directly supplied to the WSGI server.
 
 [`Vizro`][vizro.Vizro] accepts `**kwargs` that are passed through to `Dash`. This enables you to configure the underlying Dash app using the same [arguments that are available](https://dash.plotly.com/reference#dash.dash) in `Dash`. For example, in a deployment context, you might like to specify a custom `url_base_pathname` to serve your Vizro app at a specific URL rather than at your domain root.
diff --git a/vizro-core/src/vizro/_vizro.py b/vizro-core/src/vizro/_vizro.py
index 890f0674a..78f20f378 100644
--- a/vizro-core/src/vizro/_vizro.py
+++ b/vizro-core/src/vizro/_vizro.py
@@ -1,7 +1,9 @@
+from __future__ import annotations
+
 import logging
 import warnings
 from pathlib import Path
-from typing import List
+from typing import TYPE_CHECKING, Iterable, List
 
 import dash
 import flask
@@ -13,6 +15,10 @@
 
 logger = logging.getLogger(__name__)
 
+if TYPE_CHECKING:
+    # These are built into wsgiref.types for Python 3.11 onwards.
+    from _typeshed.wsgi import StartResponse, WSGIEnvironment
+
 
 class Vizro:
     """The main class of the `vizro` package."""
@@ -118,6 +124,13 @@ def _pre_build():
             if hasattr(model, "pre_build"):
                 model.pre_build()
 
+    def __call__(self, environ: WSGIEnvironment, start_response: StartResponse) -> Iterable[bytes]:
+        """Implements WSGI application interface.
+
+        This means you can do e.g. gunicorn app:app without needing to manually define server = app.dash.server.
+        """
+        return self.dash.server(environ, start_response)
+
     @staticmethod
     def _reset():
         """Private method that clears all state in the `Vizro` app.