The reason you can't have a send method in a controller is that send is already a method on the ruby Object class.
However, coming at the question from a slightly different angle, the main reason I can see to have a specific name for a method in this case is to get that name in the routing so that you can have, e.g.: http://localhost:3000/invoices/send or for a RESTful resource /invoices/123/send.
In which case you could call the method whatever you like and add a route named send to point at your method.
So, in your controller:
class InvoicesController < ApplicationController
def send_invoice
...
end
end
Then in config/routes.rb:
get 'invoices/send', to: 'invoices#send_invoice'
Or for an invoices resource:
resources :invoices do
member :send, to: :send_invoice
end
sendis a built-in method in ruby. Choose another name.send_invoice, for example. Orcreate, if you want to be RESTful.