Which tier really lets you resell, whether SMS and email usage stacks on top, and whose bank account the client payment lands in.
A white label CRM lets you sell client relationship software under your own name, at your own prices, to clients who never see the vendor behind it. Finding one is easy. The hard part is buried below the pricing page: which plan tier actually permits reselling, whether texting and email usage is billed on top of the subscription, and whether client card payments land in your bank account or the vendor's. This guide sets out the questions to ask, then compares the main options at the time of writing (October 2026).
Vendors use the phrase loosely. Before you compare prices, break it into four parts and check each one separately.
If a programme only covers the first point, you have a skin, not a white label product.
Write the answers down before you demo anything. Most buyer regret in this category comes from question two and question three.
Prices below are US list prices checked in October 2026. Regional prices and taxes vary.
| Option | Cost to resell under your brand | Who collects client payments | Metered usage on top | CRM depth | Websites included |
|---|---|---|---|---|---|
| WebNewBiz | Agency terms are not published, so you have to ask | Your own Stripe or PayPal, at your own prices | No metered SMS or email sending; plan limits on contacts and team members instead | AI CRM from the Growth tier: lead scoring, deals, tasks, bookings, invoices that chase themselves | Yes, AI website builder and online store in the same account |
| GoHighLevel | Agency Pro $497 a month for SaaS Mode; Unlimited $297 rebills usage at cost; Starter $97 caps you at 3 sub-accounts | Your own Stripe, connected to the agency dashboard | Yes: phone numbers, SMS, email and premium AI are billed from a prepaid wallet | Deep: pipelines, automations, funnels, reputation, two-way texting | Funnels and simple sites |
| Vendasta | $0 subscription against a monthly wholesale minimum: $99 Starter (co-branding only), $499 Professional, $999 Premium | Your own Stripe with a 0.75% platform fee, or an in-platform account | Depends on the products you resell | Full client CRM on every tier, plus a catalogue of products to resell | Through marketplace products |
| SuiteDash | Reseller programme by application: wholesale from $14 a month per client account, plus your own retail Pinnacle licence ($99 a month) | You bill clients yourself; SuiteDash charges your card for wholesale | SMS through your own Twilio account, billed at cost | Client portal, CRM, proposals, invoices, projects, files, LMS | No website builder |
| Build your own (Airtable plus a portal tool) | Whatever your stack costs: Airtable is $20-45 per user per month on annual billing, plus portal fees | You, entirely | Whatever each tool charges | Only what you build | No |
HighLevel's pricing page lists three agency tiers: Starter at $97 a month with three sub-accounts, Unlimited at $297 with unlimited sub-accounts and usage rebilling at no markup, and Agency Pro at $497 with SaaS Mode and rebilling with a markup. Annual billing is cheaper on all three. SaaS Mode is the part that matters for reselling: you build your own plans in a configurator, set your own prices, connect your own Stripe account, and the platform creates sub-accounts automatically and locks out clients who stop paying.
Two cost details catch agencies out. First, the white label mobile app is a $497 a month add-on unless you are on an Enterprise contract. Second, telecom and premium AI usage is billed on top of the subscription from a prepaid wallet, and the pricing page gives no per-unit rates. The carrier layer underneath gives you a sense of scale: Twilio lists US outbound SMS at $0.0083 a segment plus carrier surcharges of roughly $0.0035 to $0.0045 per message, with separate A2P 10DLC registration fees before you can text US numbers at all. So a client sending 5,000 texts a month is in the region of $60 of raw usage before any platform markup.
If high-volume SMS and email campaigns are the product you sell, GoHighLevel is the right tool and the $497 is defensible. Reviewers do consistently flag two things: a steep learning curve measured in weeks rather than days, and support waits that get long at peak times. You are the one absorbing both. There are lighter alternatives if you want less to administer, which we cover in GoHighLevel alternatives.
Vendasta inverts the pricing model. The subscription is $0 if you hit a monthly minimum of wholesale spend on products you resell: $99 on Starter, $499 on Professional, $999 on Premium. The full client CRM is included on every tier. The catch is the branding: Starter is co-branding only, so your own logo and a renamed client app start at Professional, which carries a one-year term along with the $499 minimum.
Read the minimum as a floor, not a target. If you only sell $200 of wholesale products in a slow month on Professional, you are still committed to the minimum. That is fine for an agency with a book of clients already paying for listings, reviews and reputation work. It is heavy for a three-client freelancer.
On payments, you can connect your own Stripe account, where Vendasta adds a 0.75 percent platform fee per transaction on top of Stripe's own fees, or use an in-platform account. Pick carefully, because the choice is effectively locked once you process your first payment. One thing to check if you are outside North America: Vendasta Payments is available directly in the US, Canada, the UK, Australia, New Zealand and the Czech Republic, with several other European countries supported via their sales team. Expect Stripe to hold your first payouts for up to a week.
SuiteDash is the value pick if what your clients actually need is a branded place to log in. Plans are $19, $49 and $99 a month (START, THRIVE, PINNACLE), with annual pricing from $180 and one-time lifetime licences listed from $2,240. White labelling is included on every tier, which is unusual: a custom domain with automatic SSL, a branded login page, notification emails from your own domain or SMTP, a branded progressive web app for mobile, and neutral CNAME targets so the platform is not identifiable in your DNS. Clients and staff are unlimited on all plans.
The reseller programme is by application. Wholesale starts at $14 a month per client account, you set your own retail price, and SuiteDash charges the wholesale fee to the card on your own account, so you handle client billing yourself. You must keep a retail-priced Pinnacle licence active while you resell.
What you do not get is a marketing platform. The toolkits cover CRM, client portals, estimates, proposals, invoicing and subscriptions, projects, time tracking, file exchange, eSigning, an LMS and email drip sequences. There is no website builder, and SMS runs through your own Twilio account. For an agency selling retainers, onboarding and deliverables, that is often exactly the right shape. For an agency selling lead generation, it is not enough.
The DIY route is usually a database plus a portal layer: Airtable at $20 per user per month on Team or $45 on Business with annual billing, with something like Softr in front of it to give clients a branded login. Branding removal and custom domains sit on the higher tiers of those portal tools, so check which plan you actually need before you compare.
On paper the licence cost is lower. In practice you have taken on a product. You are the support desk when a client cannot log in, the security team when someone asks about data handling, and the migration team when a tool changes its pricing or deprecates a feature. Build your own when your workflow is genuinely unusual and no product fits it, or when the CRM is a small side-feature of something else you are selling. Do not build it to save $200 a month. If you are standing up a first system rather than reselling one, choosing a first CRM is a simpler problem.
Three worked examples, using the published prices above. None of them include your own time, card fees or tax.
The pattern is clear: the platforms with the deepest features need the most clients before they pay for themselves. Match the commitment to the clients you have signed, not the ones you hope to sign.
WebNewBiz is an AI website builder with an online store and an AI CRM in the same platform, and it runs a white label programme for agencies. It is aimed at a particular kind of agency: one whose core product is websites and stores, with a CRM attached, rather than one selling SMS campaigns at volume.
On branding, clients log in to a panel carrying your name, logo, colours and favicon, on your own dashboard domain such as app.youragency.com, with invites, emails and invoice PDFs branded as you, and email sent through your own SMTP if you prefer. On client accounts, you create them, put each on a plan with limits on websites, team members and features, suspend a client who stops paying, and either log in as them to do the work (agency-managed) or let them do it themselves. On billing, you sell at your own prices: your own packages (recurring, one-off or free, weekly through yearly, with an optional setup fee, in several currencies), your own storefront page listing them, and your own Stripe or PayPal account so client payments go to you rather than through us. There is also a REST Partner API with single sign-on links and webhooks if you want to offer sites inside your own product.
What the client gets in the CRM, from the Growth tier (listed at $79 a month retail) upwards: leads read and scored automatically, deals, tasks and bookings, invoices that chase themselves, and your own email account connected. Website enquiries land in the CRM without wiring anything up, and store buyers become contacts. There is an AI funnel builder too: describe the offer and it drafts a landing page, opt-in and thank-you page, or start from one of 26 templates and edit each step in a drag-and-drop editor, with opt-ins arriving as contacts. Workflow automations fire on triggers such as a form submission, a scheduled date or a birthday.
The honest limits matter here more than anywhere. Agency pricing is not published, so you have to ask us for terms. The programme is younger and smaller than Duda's, GoHighLevel's or Webflow's, with a smaller app ecosystem and community than Wix or Shopify. Texting is two-way SMS from the business number in the phone system on the Ultimate tier, which is built for conversations with a lead and not for bulk SMS marketing sequences. The CRM does not start until Growth, so the cheapest plans are website-only. The AI's first draft of a site still needs your edits, photos and facts. And a site cannot be exported as files to another host: content and the domain move, but the layout is rebuilt. If reselling a high-volume sending machine is the heart of your offer, GoHighLevel is the better choice and we would rather say so now.
Whichever way you go, test it as a client would: sign yourself up through your own storefront, pay your own invoice, then try to cancel. The gaps show up in that loop, not in a demo.
What is a white label CRM for agencies?
It is CRM software you resell under your own name, at your own prices, to clients who never see the vendor. A proper white label programme covers four things: your branding on the dashboard and emails, client accounts you can create and suspend yourself, your own packages and payment account, and a clear answer on who handles support.
Which GoHighLevel plan do I need to resell under my own brand?
HighLevel's pricing page lists SaaS Mode, the reselling layer, on Agency Pro at $497 a month. Unlimited at $297 gives unlimited sub-accounts and rebilling at no markup, and Starter at $97 caps you at three sub-accounts. Usage charges for phone numbers, SMS, email and premium AI sit on top of all of them, and the white label mobile app is a $497 a month add-on unless you are on Enterprise.
Do client payments go to me or to the vendor?
It depends on the programme. GoHighLevel SaaS Mode and WebNewBiz both have you connect your own payment account, so client money reaches you directly (WebNewBiz supports Stripe or PayPal). Vendasta lets you connect your own Stripe with a 0.75 percent platform fee on each transaction, or use an in-platform account. SuiteDash resellers bill their clients themselves and pay SuiteDash the wholesale fee from their own card.
Is building my own CRM on no-code tools cheaper?
On licence fees, often yes. Airtable is $20 per user per month on Team and $45 on Business with annual billing, plus whatever a portal layer costs. But you become the support desk, the security team and the migration team, and that time is the real cost. It is worth it when your workflow is genuinely unusual, not to save $200 a month.
What happens to my clients if I stop paying the platform?
Ask before you sign, because in most programmes client sub-accounts are suspended along with the parent account. With WebNewBiz there is no minimum contract, and after cancellation the account stays read-only to the end of the paid period so content can be exported. Note that a site cannot be exported as files to another host: content and the domain move, the layout is rebuilt. Either way, keep your own copies of client copy and contact lists.
Can I sell websites and a CRM from the same white label account?
With WebNewBiz, yes: the AI website builder, the online store and the AI CRM sit in the same client account, and website enquiries land in the CRM automatically. GoHighLevel covers funnels and simple sites rather than full websites. SuiteDash has no website builder at all, so you would pair it with something else. Vendasta covers it through marketplace products.
If you build sites for clients, the useful order is to try the product yourself before you talk terms. Open a normal account for $1 for the first month at start for $1, draft a site with the AI website builder, and watch what the CRM does with a few real enquiries.
Then talk to us about white-label: your own dashboard domain, client accounts, your own packages and prices. Agency terms are not published, so that conversation is the main next step, and there is no pressure to decide in it.