diff --git a/src/commands/init/init.ts b/src/commands/init/init.ts
index f124884398e..cb0141ae6df 100644
--- a/src/commands/init/init.ts
+++ b/src/commands/init/init.ts
@@ -2,7 +2,7 @@ import { OptionValues } from 'commander'
 import inquirer from 'inquirer'
 import isEmpty from 'lodash/isEmpty.js'
 
-import { chalk, exit, log } from '../../utils/command-helpers.js'
+import { chalk, exit, log, netlifyCommand } from '../../utils/command-helpers.js'
 import getRepoData from '../../utils/get-repo-data.js'
 import { ensureNetlifyIgnore } from '../../utils/gitignore.js'
 import { configureRepo } from '../../utils/init/config.js'
@@ -31,8 +31,8 @@ const logExistingAndExit = ({ siteInfo }: { siteInfo: SiteInfo }): never => {
   log(`Admin URL:  ${chalk.cyan(siteInfo.admin_url)}`)
   log()
   log(`To disconnect this directory and create a new project (or link to another project ID)`)
-  log(`1. Run ${chalk.cyanBright.bold('netlify unlink')}`)
-  log(`2. Then run ${chalk.cyanBright.bold('netlify init')} again`)
+  log(`1. Run ${chalk.cyanBright.bold(`${netlifyCommand()} unlink`)}`)
+  log(`2. Then run ${chalk.cyanBright.bold(`${netlifyCommand()} init`)} again`)
   return exit()
 }
 
@@ -78,7 +78,7 @@ const createNewSiteAndExit = async ({
   }
 
   log()
-  log(`To deploy to this project, run ${chalk.cyanBright.bold('netlify deploy')}`)
+  log(`To deploy to this project, run ${chalk.cyanBright.bold(`${netlifyCommand()} deploy`)}`)
 
   return exit()
 }
@@ -111,7 +111,7 @@ const logGitSetupInstructionsAndExit = (): never => {
 
 7. Initialize your Netlify Site
 
-   ${chalk.cyanBright.bold('netlify init')}
+   ${chalk.cyanBright.bold(`${netlifyCommand()} init`)}
 `)
   return exit()
 }
diff --git a/src/commands/link/link.ts b/src/commands/link/link.ts
index 552ca3a27b6..a0d7619f6c6 100644
--- a/src/commands/link/link.ts
+++ b/src/commands/link/link.ts
@@ -6,7 +6,7 @@ import type { NetlifyAPI } from '@netlify/api'
 
 import { listSites } from '../../lib/api.js'
 import { startSpinner } from '../../lib/spinner.js'
-import { chalk, logAndThrowError, exit, log, APIError } from '../../utils/command-helpers.js'
+import { chalk, logAndThrowError, exit, log, APIError, netlifyCommand } from '../../utils/command-helpers.js'
 import getRepoData from '../../utils/get-repo-data.js'
 import { ensureNetlifyIgnore } from '../../utils/gitignore.js'
 import { track } from '../../utils/telemetry/index.js'
@@ -23,7 +23,9 @@ const findSiteByRepoUrl = async (api: NetlifyAPI, repoUrl: string): Promise<Site
   if (sites.length === 0) {
     spinner.error()
     return logAndThrowError(
-      `You don't have any projects yet. Run ${chalk.cyanBright('netlify sites:create')} to create a project.`,
+      `You don't have any projects yet. Run ${chalk.cyanBright(
+        `${netlifyCommand()} sites:create`,
+      )} to create a project.`,
     )
   }
 
@@ -92,7 +94,7 @@ const linkPrompt = async (command: BaseCommand, options: LinkOptionValues): Prom
   }
 
   log()
-  log(`${chalk.cyanBright('netlify link')} will connect this folder to a project on Netlify`)
+  log(`${chalk.cyanBright(`${netlifyCommand()} link`)} will connect this folder to a project on Netlify`)
   log()
   const { linkType } = await inquirer.prompt<{ linkType: string | undefined }>([
     {
@@ -142,8 +144,8 @@ const linkPrompt = async (command: BaseCommand, options: LinkOptionValues): Prom
       if (!matchingSites || matchingSites.length === 0) {
         return logAndThrowError(`No project names found containing '${searchTerm}'.
 
-Run ${chalk.cyanBright('netlify link')} again to try a new search,
-or run ${chalk.cyanBright('netlify sites:create')} to create a project.`)
+Run ${chalk.cyanBright(`${netlifyCommand()} link`)} again to try a new search,
+or run ${chalk.cyanBright(`npx ${netlifyCommand()} sites:create`)} to create a project.`)
       }
 
       if (matchingSites.length > 1) {
@@ -183,7 +185,9 @@ or run ${chalk.cyanBright('netlify sites:create')} to create a project.`)
 
       if (!sites || sites.length === 0) {
         return logAndThrowError(
-          `You don't have any projects yet. Run ${chalk.cyanBright('netlify sites:create')} to create a project.`,
+          `You don't have any projects yet. Run ${chalk.cyanBright(
+            `${netlifyCommand()} sites:create`,
+          )} to create a project.`,
         )
       }
 
@@ -271,7 +275,7 @@ export const link = async (options: LinkOptionValues, command: BaseCommand) => {
   // Site id is incorrect
   if (siteId && isEmpty(siteInfo)) {
     log(`"${siteId}" was not found in your Netlify account.`)
-    log(`Please double check your project ID and which account you are logged into via \`netlify status\`.`)
+    log(`Please double check your project ID and which account you are logged into via \`${netlifyCommand()} status\`.`)
     return exit()
   }
 
@@ -281,7 +285,7 @@ export const link = async (options: LinkOptionValues, command: BaseCommand) => {
     log(`Project already linked to "${initialSiteData.name}"`)
     log(`Admin url: ${initialSiteData.admin_url}`)
     log()
-    log(`To unlink this project, run: ${chalk.cyanBright('netlify unlink')}`)
+    log(`To unlink this project, run: ${chalk.cyanBright(`${netlifyCommand()} unlink`)}`)
   } else if (options.id) {
     try {
       // @ts-expect-error FIXME(serhalp): Mismatch between hardcoded `SiteInfo` and new generated Netlify API types.
diff --git a/src/utils/command-helpers.ts b/src/utils/command-helpers.ts
index 2129ffa4b8a..da919b60ebf 100644
--- a/src/utils/command-helpers.ts
+++ b/src/utils/command-helpers.ts
@@ -348,3 +348,27 @@ export const checkFileForLine = (filename: string, line: string) => {
 
 export const TABTAB_CONFIG_LINE = '[[ -f ~/.config/tabtab/__tabtab.zsh ]] && . ~/.config/tabtab/__tabtab.zsh || true'
 export const AUTOLOAD_COMPINIT = 'autoload -U compinit; compinit'
+
+function pkgFromUserAgent(userAgent: string | undefined): string | undefined {
+  if (!userAgent) return undefined
+  const pkgSpec = userAgent.split(' ')[0]
+  const [pkgManagerName] = pkgSpec.split('/')
+  return pkgManagerName
+}
+
+export const netlifyCommand = () => {
+  const { npm_command, npm_config_user_agent, npm_lifecycle_event } = process.env
+
+  // Captures both `npx netlify ...` and `npm exec netlify ...`
+  if (npm_lifecycle_event === 'npx') {
+    return `npx netlify`
+  }
+
+  // Captures both `pnpx netlify ...` and `pnpm exec netlify ...`
+  if (pkgFromUserAgent(npm_config_user_agent) === 'pnpm' && npm_command === 'exec') {
+    return `pnpx netlify`
+  }
+
+  // Default
+  return 'netlify'
+}