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add_filter( 'woocommerce_register_post_type_product', 'artabr_modify_product_post_type' );
function artabr_modify_product_post_type( $args ) {
   $args['labels']['name'] = 'Услуги';
	 $args['labels']['singular_name'] = 'Услуга';
	 $args['labels']['menu_name'] = 'Услуги';
   return $args;
}