White label website builder API: how to choose one for your platform

What you are actually buying

Strip away the marketing and a white-label builder API comes down to three technical pieces.

• A REST API that your server calls to create an account, create a site from a template or a description, publish it, connect a domain and change the plan.
• Single sign-on (SSO) login links: a short-lived URL your product generates, so a user clicks an edit button and lands in the editor without a second password.
• Webhooks: messages the builder sends to your server when something happens, such as a site going live or a plan changing, so your records stay in step.

Around those sit the commercial parts: how far the branding goes, who bills the end user and who they call when something breaks. These matter as much as the endpoints, and they are where the offers differ most.

There are lighter routes too. Most vendors offer a branded reseller dashboard that needs no code, and some offer plugins for hosting control panels. If you sell sites by hand to a few hundred clients, a dashboard may be enough, and our guide to white-label website builders for agencies covers that route. You need the API when websites have to live inside your own product.

Build it yourself or plug one in

A site builder is much more than an editor. You also need responsive layouts, templates, forms, image handling, hosting, SSL, domain connection, SEO basics and backups, and these days usually an online store and AI generation too. Then you have to keep all of it working as browsers change and users find every edge case.

Building makes sense when websites are your core product. For most platforms, websites are a feature that keeps users around and raises revenue per account, and an API is the quicker, cheaper route. The trade-off is dependence: your website feature will only ever be as good as the vendor's roadmap, reliability and support.

Seven things to check before you sign

1. API coverage. Can it handle the whole lifecycle, not just site creation? Check that it can create and delete accounts, create a site from a template or prompt, publish and unpublish, connect and remove domains, change plans, suspend for non-payment and move a site between accounts. Ask for the reference documentation before the sales call.
2. SSO and where the editor opens. Do login links expire quickly and work only once? Can they go straight to a specific page, the store or the stats screen? Does the editor open inside your product, or in a new tab on a branded domain?
3. Webhooks. Which events fire (site published, domain connected, plan changed, form submitted, order placed)? Are payloads signed? Are failed deliveries retried? Some vendors keep webhooks for their top tier, so ask which plan you need.
4. Branding depth. List every place a user might see the vendor's name: the login page, the editor, system emails, invoices, help articles, the published site's footer, DNS instructions and error pages. White label often covers the dashboard but not the help centre.
5. Billing model. In the usual wholesale model you pay the vendor per site or per active account and set your own retail price. Check whether payments can run through your own Stripe or PayPal account, or whether you have to keep plans in sync with your billing system through the API.
6. Hosting, data and compliance. Where are sites and user data stored? Is there a data processing agreement for GDPR? Who handles SSL renewals, backups and abuse reports? If your users are spread across Europe, India or Brazil, check that the privacy terms fit their local rules.
7. What users can build. Look at templates, AI generation, the store, bookings, forms, the blog and support for more than one language. Test it the way a non-technical owner would. A clean API will not rescue a confusing editor.

Who owns the customer relationship

Most buyers leave this until the contract stage, but over five years it is what matters most. Ask each vendor, in writing:

• Who invoices the end user? If the vendor bills your users, it holds the payment relationship even when the invoice carries your logo.
• Who answers support? Some vendors offer support under your name. Others expect you to handle first-line questions and pass the hard ones on. Either works, but price it in.
• Can the vendor contact your users? Look for a clause saying it will not market to your users, upsell them or move them to its own brand.
• Who owns the data? Site content, form entries, orders and contacts should belong to you and your users, with a way to export them.
• What happens if you leave? Many builders cannot export a site as files to another host. Content and domains move, but layouts usually have to be rebuilt. Know this before your first thousand sites.
• How much notice for price changes? A wholesale price rise at short notice can wipe out your margin.

The cleanest set-up is one where users only ever see your brand, pay you directly and come to you for help, while the vendor stays invisible and the contract stops it from going around you.

How the published offers compare

This table summarises what each vendor publishes on its own pricing pages and developer documentation at the time of writing (October 2026). "Not stated" means we could not find it published, not that the feature is missing, so ask the vendor.

The six vendors in brief

Duda is the most mature option here, with detailed public developer documentation. Its Partner API includes an endpoint that generates SSO links straight into the editor, and Duda says its basic instant-website flow needs only two API calls. The catch is the tier. Duda's pricing page lists the White Label plan at $149 a month on annual billing ($199 month to month) with four sites included, but puts API access under its Custom plan, and its documentation says webhooks also need a Custom plan. Duda is the safer choice if you want mature documentation and have the volume to negotiate. Our Duda alternatives guide covers other options if the Custom route is too big a commitment.

Brizy publishes a White Label plan for agencies with a branded client dashboard. Full API access, SSO and embedding the builder in your own app sit on its Enterprise tier, priced on request. It also has a self-hosted editor (Brizy Local) for teams that want to run the editor themselves, which needs a commercial licence before you can resell it. Brizy suits teams who want a visual drag-and-drop editor and are happy to go through sales for the API. We compare the two head to head in Duda vs Brizy Cloud for agencies.

10Web now focuses on an AI website builder API for hosts and SaaS platforms. You send its REST API a business name, type and description, and it returns a hosted WordPress site (with WooCommerce for stores). Autologin tokens create single-use login links into the editor. Sites run under your own subdomain, the WordPress admin is white-labelled, and hosting is included, with an option to run sites on your own infrastructure. Pricing is quoted on volume and AI usage, and its API pages do not mention webhooks. 10Web fits best if your users expect WordPress and its plugins, or if you are already a WordPress host. See 10Web alternatives for agencies for how it compares.

BaseKit sells mainly to hosting companies and telecoms providers. Its public REST API covers users, sites, domains and packages (such as trial, premium and suspended), with an auto-login endpoint for SSO. It also ships plugins for cPanel, Plesk, WHMCS, Upmind and CloudBlue Connect, and can run as SaaS or on your own servers. Pricing is not published. BaseKit is often the most practical choice for a host that wants a builder wired into its existing billing platform with little custom code.

Plasmic is a different kind of tool: a visual builder and headless CMS for teams with developers, who connect their own code components to a visual editor. Its plans are Free, Starter at $39, Pro at $103 and Scale at $399 a month (billed yearly), but white-labelling, embedding and SSO appear only on Enterprise, priced on request. Choose Plasmic if you have engineers and want a visual editor inside your own app, built from your own components. It is closer to a toolkit than a finished website product for small business owners, so expect more engineering work.

Ucraft publishes flat monthly white-label plans: Agency at $599 a month for up to 100 sites, Partner at $1,999 a month for up to 500 sites, a custom Enterprise plan with unlimited sites aimed at domain and hosting providers, and a pay-per-site option. Every plan includes your logo and domain, plus a billing system for subscriptions through Braintree or Stripe. An API is listed, but its white-label page does not say what the API can do, so ask for the documentation. Flat pricing is easy to plan around if you can predict your volume.

Where WebNewBiz fits

WebNewBiz has a Partner API for platforms that want to offer websites to their own users. It is a REST API for creating sites, with single sign-on login links that open the builder inside your product, and webhooks. Every site is built the way any WebNewBiz site is: the user describes the business in plain language, the AI drafts the pages, layout and copy, and the user edits by chatting with the AI Copilot instead of fighting a drag-and-drop maze. Depending on the plan you sell, users can also get an online store with card, Apple Pay and Google Pay checkout, an AI CRM, a funnel builder and other tools. Hosting and SSL are included.

The white-label side answers the commercial questions above. Your name, logo, colours and favicon go on the dashboard, which runs on your own domain (such as app.yourcompany.com). Login pages, invites, emails and invoice PDFs carry your brand, and email can go out through your own SMTP. You create client accounts, set each account's limits, suspend accounts, and either do the work for clients or let them do it themselves. You sell at your own prices, with your own packages and storefront page, through your own Stripe or PayPal account, so payments go to you. You also get team seats with role-based access, priority onboarding and a dedicated account manager. If your users need a branded CRM as well, see our guide to white-label CRM for agencies.

The honest limits: WebNewBiz is younger and smaller than Duda, with a much smaller app ecosystem and community. Partner pricing is not published, so you have to ask us for it. The AI's first draft still needs your users' own photos and facts. Sites cannot be exported as files to another host: content and domains move, but the layout has to be rebuilt. If you need a long track record at very high volume today, Duda or BaseKit may be the safer bet.

A two-week pilot before you commit

1. Get trial or sandbox API credentials and read the reference documentation from start to finish.
2. Script the whole lifecycle: create an account, create a site, publish it, connect a test domain, upgrade, downgrade, suspend, reactivate and delete.
3. Generate SSO links inside your product and test expiry, reuse, deep links and what happens when a session times out.
4. Point webhooks at a test endpoint and check signatures, retries and the order events arrive in.
5. Sign up as a pretend customer and look for the vendor's name everywhere: emails, help links, the editor, the published site and its page source.
6. Give the editor to two or three non-technical people and watch them build a page without help.
7. Send a support question through the partner channel and time the reply.
8. Get the commercial terms in writing: price per site, minimums, notice for price changes, data ownership, non-solicitation and exit.

Whichever vendor wins, put a thin layer of your own code between your product and their API. If you ever switch, you change one integration instead of rewriting your product.

Quick answers

What is a white label website builder API?

It is a set of endpoints that let your own software create and manage websites on another company's builder, under your brand. Your server creates accounts and sites, single sign-on links take users into the editor, and webhooks report events back to you.

How much does a white label website builder API cost?

At the time of writing (October 2026), published white-label plans run from Duda's $149 a month on annual billing to Ucraft's $1,999 a month for up to 500 sites. Full API access at Duda, Brizy and Plasmic sits on custom or enterprise tiers priced on request, and 10Web and BaseKit quote by volume. Expect to negotiate a per-site wholesale price.

What is the difference between an SSO login link and an API key?

The API key stays on your server and lets your system manage sites. An SSO login link is a short-lived URL your server generates for one user, so they can open the editor from inside your product without a separate password.

Can I charge my users my own prices?

Usually yes. In the wholesale model you pay the vendor per site and set your own retail price. Check whether payments run through your own Stripe or PayPal account or through the vendor's billing, because that decides who holds the payment relationship.

How long does an integration take?

The first site can take only a few calls: Duda describes its basic flow as two API calls. Most of the work is everything else, such as plan changes, suspensions, webhooks, billing sync and support processes. Run a short pilot before you sign a long contract.

Does WebNewBiz have a partner API?

Yes. The WebNewBiz Partner API is a REST API for creating sites, generating single sign-on links that open the builder inside your product, and receiving webhooks. Partner pricing is not published, so contact the team for details.

Next step

If you are choosing a builder for your platform, talk to us about white-label and the Partner API. Tell us what your users need and roughly how many sites you expect, and we will tell you honestly whether WebNewBiz is a good fit. To see what your users would get, look at the AI website builder or try the free AI Website Preview, which designs a homepage from one sentence. You can also start for $1 and build a site yourself.