wx and gwx name the place only when it adds information: a city outside default_state or default_country, or a position. always_show_location (default false) names every place a lookup finds instead, including cities in the bot's own state and ZIP codes.
For a ZIP code, gwx now does a reverse lookup when the option is on (it skipped that since the name was never shown), and wx reuses the reverse lookup it already did for a companion position. A failed lookup leaves the reply unnamed rather than repeating the ZIP code. The prefix comes out of the message budget as before. The option is in the wx settings schema for the web viewer, the example config, the command reference and the changelog.