This is now possible in iOS 11 using the INAlternativeAppNames key in your Info.plist as described here: https://developer.apple.com/library/content/qa/qa1950/_index.html
<key>INAlternativeAppNames</key>
<array>
<dict>
<key>INAlternativeAppName</key>
<string>Unicorn Pay</string>
<key>INAlternativeAppNamePronunciationHint</key>
<string>you nee corn pay</string>
</dict>