A white label website is built by one company and sold by another under its own brand. What that means, who it is for, the three ways to do it, costs, and the traps to avoid.
A white label website is a website, or a website-building product, that one company makes and another company sells under its own name. The maker stays invisible; the seller brands it, prices it and keeps the client. As of September 2026, most agencies do this in one of three ways: outsourcing builds, reselling a branded website builder, or licensing a builder into their own software.
Launch your branded builder free (7-day trial): your agency's own AI website builder, live in under a minute. Plans from $99/mo for 25 sites. See white-label pricing.
The term comes from retail, where a plain "white label" product gets the store's own brand stuck on it. Websites work the same way.
A marketing agency has 40 small business clients. Many need a new website, but the agency has no developers. It has two options:
In both cases the client only ever sees the agency. That is white label.
| Type | What it is | Who does the work | How you earn | Best for |
|---|---|---|---|---|
| White label design service | A partner builds sites you sell as your own | The partner's designers | A markup on each project | Custom, one-off projects |
| White label website builder | A branded builder and client portal you resell | You and your clients, helped by AI | Monthly plans your clients pay you | Many small business sites |
| Embedded or API builder | Site building inside your own software | Your product team integrates it | Part of your product's price | SaaS platforms |
The first sells labour. The second sells a product. The third is a feature inside a product you already sell. For the first model, see white label website design. For the third, see white label vs API website builder.
These three words get mixed up, and vendors use them loosely:
For websites, most agencies want white label: fast to launch, their own brand, their own client relationship. Private label vs white label website builders goes deeper if you are weighing a custom build.
Once it is set up, the routine is simple:
The platform company runs the servers, security, hosting and software updates in the background. You never have to patch a server or renew a certificate. Your job is the client: selling, onboarding, advice and service.
A white label website builder is only as white label as the places your client looks. Check these:
Some platforms brand the dashboard but leave the vendor's name in emails or on a small footer line. Neither is a deal breaker for every agency, but you should know before you sell.
| Risk | What it looks like | How to reduce it |
|---|---|---|
| Brand leaks | A vendor email or logo reaches your client | Test the product as a fake client before selling |
| Vendor lock-in | Hard or costly to move sites later | Prefer month-to-month terms and no exit fee |
| Hidden cut | The vendor takes a percentage of client payments | Ask for the transaction fee in writing |
| Quality you cannot control | A partner delivers late or poorly | Start with a paid test project |
| Costs that grow per site | A per-site fee eats margin at volume | Model your cost at 25, 100 and 250 sites |
We.Inc is an AI website builder you can white label yourself, without a sales call:
Plans are simple. Lite is $99 a month for 25 client sites on your own domain. Launch is $499 for 250. Scale is $999 for 1,000 with no WeInc branding and email from your own domain. Every plan has a 7-day free trial and a 0% transaction fee. Compare them on white-label pricing, or read the full white label overview.
If a vendor cannot answer these in writing, keep looking. The white label feature checklist turns these into a scorecard you can use across several platforms.
It is a good fit if you already have clients who need websites, or an audience you can sell to, and you would rather own the relationship than the production. It is a poor fit if you want to sell your own unique software, in which case you are building a product, not white labelling one.
If you are weighing options, the best white label website builders in 2026 compares the main platforms, and how to start a website reseller business covers the business side step by step.
Launch your branded builder free (7-day trial). Lite $99/mo for 25 sites, Launch $499/mo for 250, Scale $999/mo for 1,000 with no WeInc branding, and a 0% transaction fee. Compare plans on white-label pricing or read the white label overview.
We.Inc is an AI-powered website builder you can resell under your own brand. Launch a branded client dashboard, bill on Stripe Connect, and deliver AI-generated websites in minutes. White-label plans are custom priced, with no per-site fees.