Definition
White-Label
White-label describes a product or service made by one company and sold by another under its own brand, so the end customer only sees the seller's name.
White-labelling lets a business offer more services without building them itself. Agencies commonly white-label SEO, web development, software and, increasingly, AI agents such as voice receptionists and chatbots.
A good white-label arrangement sets out who owns the client relationship, the service levels, how problems are escalated, confidentiality and what happens if the partnership ends.
White-label in practice
A marketing agency in London wants to sell AI receptionists to its dental clients. A white-label partner builds and runs the agents under the agency's brand, while the agency handles sales, pricing and the client relationship.
Related terms
Common questions about white-label services
Is white-label the same as private label?
They're similar. Private label often refers to physical products made for a retailer's brand; white-label is common for services and software.
Who owns the client in a white-label deal?
Usually the reseller. The provider works behind the scenes and shouldn't contact the end client directly.
Can I set my own prices for white-label services?
Yes. You pay the provider a wholesale price and decide what to charge your own clients.
What should a white-label agreement include?
Service levels, support process, confidentiality, non-solicitation of clients, data handling and exit terms.
