White label website builder for agencies: the honest guide

Three different things are sold as "white label"

Before you compare prices, work out which of these you are actually being offered. Vendors use the same two words for all three.

1. Cosmetic branding. Your logo appears somewhere in the client's dashboard. The platform's name is still in the interface, the login URL, the help links and the emails. Useful, but a client who looks closely will know who built the thing.
2. Platform branding. Your name, logo, colours and favicon across the dashboard, your own dashboard domain (something like app.youragency.com), branded login page, branded invites and notification emails, branded invoice PDFs. The client experiences your company.
3. Reseller billing. You create the client accounts, set your own packages and prices, and the client pays you through your own payment account. The platform bills you at its rate and your margin is the difference.

Branding and billing are separate. You can have a fully branded dashboard where the vendor still charges your client directly, and you can have resale pricing on a dashboard that proudly says someone else's name. Ask about each one in plain terms.

The checklist to run before you sign

Nine questions. Get answers in writing, not from a feature grid.

• Whose logo is on the dashboard? And whose name is in the login page, the system emails, the invoices and the password reset message.
• Do I get my own dashboard domain? A branded dashboard on the vendor's domain is a half measure. Your own subdomain is what clients remember and bookmark.
• Can I send email from my own domain? Platform notifications arriving from the vendor's address undo the rest of the work. Look for your own SMTP settings.
• How are client accounts structured? Can you create accounts, set limits per account (number of sites, team members, features), suspend a non-payer, and add sub-users inside a client account.
• Can I log in as the client? Essential if you do the work for them. Without it you are swapping passwords over email.
• Who does the client pay? Your Stripe or PayPal account, or the vendor's checkout. This decides whether you own the relationship or rent it.
• What are my pricing options? Recurring and one-off packages, billing cycles beyond monthly, a setup fee, more than one currency if you sell across borders.
• What is the per-site or per-contact cost on top? Many agency plans include a small number of sites and bill extras separately. That is where the margin quietly goes.
• What happens on exit? Yours and theirs. Covered further down, because it is the question most agencies skip.

What the main options cost and give you

Prices below are US list prices at the time of writing (October 2026) and change often, so treat them as a starting point rather than a quote.

Duda is the reference point most agencies measure others against. The White Label plan covers the builder, the multi-site dashboard, preview pages and platform emails, and four sites are included on both Agency and White Label with extras billed separately. If your work is hand-designed sites for clients who will never touch the editor, it is a safe choice.

Brizy Cloud is cheaper to get into and aimed at the same job: rebranded builder, rebranded client portal, your own platform domain. The gap between the Agency tier and the White Label tier is roughly the branding, so read which features sit where before you commit to the lower plan.

GoHighLevel is a CRM and marketing platform with a site builder attached, not a website builder with a CRM attached. That is the right call if your agency sells funnels, pipelines and follow-up campaigns, and the wrong call if you mostly sell sites. Note the structure: $97 caps you at three sub-accounts, $297 gives unlimited sub-accounts with rebilling at cost, and the ability to resell at your own prices with markup sits on Agency Pro at $497 a month. If you are weighing it against lighter tools, we go into the detail on GoHighLevel alternatives.

Vendasta is a different model again: no monthly subscription, but a monthly wholesale spend minimum you must hit, and you resell a marketplace of products rather than one builder. The Starter tier is co-branded with Vendasta, so the fully white-label client portal starts at the $499 minimum, and the higher tiers carry a one-year commitment. Good for agencies selling a broad bundle of local marketing services, heavy if you just want to host twelve small business sites.

MotoCMS is the most template-driven of the group, and the thing to watch is not the headline price but the caps: download allowances per month on Freelance and Agency, and limits on how many white-label demo sites you can keep active for prospects.

Ucraft publishes a Branded option but not a branded rate card you can read without signing in, so ask for the per-site cost at your expected volume before you plan around it. The model itself is agency-friendly: Ucraft charges you, you set your own prices.

Two things not on the list, because they do not really belong there. Wix Studio's Custom Branding puts your logo in client site dashboards, email invitations and free site banners, which helps but does not remove Wix. Squarespace's programme for professionals is built around discounts and handing a finished site to the client, not a branded dashboard. Both are fine ways to build client sites, neither is white label in the sense above.

Agency-managed or self-serve: decide this first

The checklist answers change depending on which business you are running.

Agency-managed. You do the work, the client mostly looks at the result. You need the ability to log in as the client, you need accounts you can limit so nobody breaks a page, and you need a tidy branded dashboard with little in it. Support volume is low and predictable. Prices can be higher.

Self-serve. The client edits their own site and you charge for the platform plus a care plan. You need genuinely easy editing, granular account limits and feature controls, and a support promise you can keep. Margins are thinner per client and volume carries you. This is where an AI builder helps: a client who can change copy by typing a request will raise fewer tickets than one facing a drag-and-drop editor.

Most agencies end up with both, which is fine, but price them as separate packages rather than quietly absorbing the support cost of self-serve clients into a managed price.

The margin maths nobody enjoys

A white-label platform is a fixed monthly cost you carry whether or not you sell. Spread it across the clients you actually have, not the ones in your plan.

Those figures ignore everything billed on top: extra sites beyond the included allowance, domains, email, phone and SMS usage, contact limits, and your own time. Add them before you set prices.

Three rules that hold up in practice:

• Keep platform cost under a quarter of what you charge per client. At $59 a month, that means roughly $15 of platform cost. Above a third, one awkward client eats the month.
• Do not launch on the top tier. Start on the cheapest plan that gives you branding, and move up when client numbers force it. Paying $497 a month while you have three clients is a $5,964 annual bet on your own sales pipeline.
• Count churn, not just sales. Twenty clients on a $59 care plan is $1,180 a month. Lose four in a year and you have to sell four just to stand still.

A structure that works for a lot of small agencies: a one-off build fee that covers the real work (design decisions, content, setup), then a recurring care plan that covers hosting, backups, small edits and the platform cost. As a shape to adapt rather than a market rate: a basic plan with hosting, SSL, backups and a small monthly edit allowance; a middle plan adding store upkeep and content updates; a managed plan adding CRM setup, campaigns and a monthly call. Put a number on the edit allowance (say thirty minutes a month) or it becomes unlimited by default.

Who answers the client at 9pm

The moment your name is on the dashboard, you are the support desk. That is the deal, and it is the cost most agencies forget to price.

Pick one of three models and say it out loud in your contract:

1. You handle everything. Cleanest for the brand, most expensive for you. Price it in.
2. You handle first contact and escalate quietly. The client emails you, you raise genuine platform problems with the vendor's support, the client never sees the handover. This is what most white-label agencies actually do.
3. The client contacts the platform directly. Cheapest, and it breaks the illusion the first time it happens. Only sensible if you are honest with clients about who the platform is.

Whichever you choose, check what support you get as the agency: response times, whether there is a named contact, and whether chat support exists outside your working hours. Then promise your clients something slower than what you receive. A one-business-day response you always hit beats a four-hour promise you miss twice a month.

The awkward part: what happens when someone leaves

Three exits, all of them worth planning before the first client signs.

The client leaves you. Can the account be transferred to them, and on what terms? Can they take the content, the domain and the customer data? If the answer is "the site cannot leave the platform", say so in your proposal. Clients forgive a limitation they were told about and remember one they discover.

You leave the platform. What happens to live client sites while you migrate? Is there a wind-down period or do sites go dark when billing stops? Will the vendor contact your clients directly? That last one matters: if the vendor can email your client list, your white-label brand is borrowed.

The client stops paying you. You want the ability to suspend an account cleanly rather than deleting it, so the site can come back when the invoice clears.

Also check the data side properly: backups you can restore yourself, a sensible answer on where data is stored, and the customer records exported in a usable format. Our own notes on backups and security cover the questions to put to any vendor, not just us.

Where WebNewBiz's white label fits

Our white label is built for agencies that want AI site building plus an online store and CRM in one stack they resell. The honest version of what you get and what you do not:

• Your brand, properly. Your name, logo, colours and favicon on the dashboard, on your own dashboard domain such as app.youragency.com. Clients log in to a panel branded as your agency: login page, invites, emails and invoice PDFs. You can send email through your own SMTP.
• Client accounts you control. Create accounts, put each on a plan with limits (websites, team members, features), add client sub-users, suspend a client, and log in as a client to do the work for them, or leave them self-serve.
• Your prices, your money. Your own packages (recurring, one-off or free; weekly, monthly, quarterly or yearly; optional setup fee; several currencies), your own storefront page listing them, and your own Stripe or PayPal account so client payments go to you.
• The same build process as any other site. The client or you describe the business in plain language, the AI drafts the pages, layout and copy, and you edit by chatting to the AI builder or in the Design Studio visual editor. Add an online store with card, Apple Pay and Google Pay checkout on WooCommerce, Shopify or our own engine, and the AI CRM with lead scoring, deals, bookings, invoices that chase themselves and an AI funnel builder, all per the plan you sell.
• A Partner API if you are a platform rather than an agency: REST endpoints to create sites, single sign-on links that open the builder inside your own product, and webhooks. Plus team seats with role-based access, priority onboarding and a dedicated account manager.

The weaknesses, since you will find them anyway. We are younger and smaller than Duda, GoHighLevel or Webflow's agency programmes, with a smaller app ecosystem and community than Wix or Shopify. There is no published agency price list, so you have to ask us rather than compare a page. The AI first draft always needs your edits, your photos and your client's real facts. And a site cannot be exported as files to another host: content and the domain move, the layout gets rebuilt.

Agency pricing is quoted rather than listed, but our retail plans show how features tier up: $9 for one site with the AI builder, $29 adding the store and Design Studio, $79 adding the CRM, $149 adding email campaigns, social and advanced SEO, $199 adding the chatbot, phone system and AI media tools. Every plan includes hosting, a full WordPress CMS, SSL, mobile optimisation and 24/7 chat support, and the first month is $1.

Where someone else is the better choice: if your agency's real product is CRM and follow-up automation, GoHighLevel is more mature at that job. If you sell a wide marketplace of local marketing services, Vendasta's model fits better. If your value is bespoke design and you want total control of the markup, Duda or Webflow will suit you more than an AI-first builder.

Mistakes agencies make with white label

• Buying the top tier before the first client signs.
• Pricing from the platform fee instead of from the client's value, then discovering support time has no margin left.
• Promising "your own platform" when only the logo changed.
• No written edit allowance, so every client assumes unlimited changes.
• Never testing the client's view of the dashboard, so the first thing a client sees is a setting meant for you.
• Keeping the client's domain in your own registrar account without saying so. Register it in the client's name, with your access. Our notes on domains explain why.
• Selling a care plan with no deliverable. Put something visible in it: a monthly report, a content update, a speed or SEO check.

Quick answers

Is white label the same as reselling?

No. White label is about branding: whose name and logo the client sees. Reselling is about billing: whether you set your own prices and take the payment. Some platforms give you one without the other. Duda's White Label plan rebrands the builder and dashboard, GoHighLevel puts resale pricing behind SaaS Mode on Agency Pro at $497 a month, and Vendasta's co-branded Starter tier is branding-light but sells at wholesale rates. Ask about both separately.

Can I white label Wix or Squarespace?

Not in the full sense. Wix Studio's Custom Branding puts your logo in client site dashboards, email invitations and free site banners, which is useful but does not remove Wix from the experience. Squarespace's professional programme is built around discounts and handing a finished site to the client, not around a branded dashboard. If a fully branded login matters to you, look at platforms that sell white label as a product.

How many clients do I need before white label pays for itself?

Divide the platform fee by the number of clients and compare it with what you charge. A $149 a month platform costs about $30 per client at five clients and $15 at ten. A $497 a month platform costs about $99 per client at five and $50 at ten. A rough rule: keep the platform cost under a quarter of your monthly price per client, or the margin will not cover your support time.

Who handles support when the dashboard has my name on it?

You do, at least at first contact. That is the trade for owning the relationship. Most agencies answer the client, then escalate quietly to the vendor's support when something is genuinely a platform issue. Decide this before you launch, write a response time you can actually keep into the package, and include a monthly edit allowance so small requests do not become free work.

What happens to a client account if the client or I leave?

Ask three questions in writing before you sign: can an account be transferred out to the client, what happens to live sites if you stop paying, and will the vendor contact your clients directly. Also ask what the client can take with them. With WebNewBiz, content and the domain move and the account stays read-only after cancellation so content can be exported, but the site cannot be handed over as files to another host: the layout gets rebuilt.

Related guides

• Weblium alternatives for agencies: 7 white-label builders compared
• The best white label WordPress website builders for agencies (2026)
• White label website builder pricing: what each client site really costs in 2026
• Best website reseller programs: 9 options compared by how they pay you
• Duda pricing for agencies: what you really pay at 10, 25 and 50 client sites
• SiteSwan alternatives for agencies and local web resellers

Next step

If you build sites for clients and want them under your own brand, the quickest way to judge whether our stack suits your work is a conversation about how you sell: talk to us about white-label and we will walk through client accounts, your own dashboard domain, your packages and what a quote looks like for your volume.

If you would rather see the product before the business terms, read about the AI website builder or start for $1 and build a test site the way a client would. No contract, cancel any time.