The best white label marketing software for most agencies is GoHighLevel, because it lets you rebrand and resell a full CRM, funnel builder, email and SMS marketing and automation platform from $297/mo. If you only need one branded tool, single-purpose options are cheaper: AgencyAnalytics or DashThis for client reporting dashboards, Duda for client websites, and Vendasta or DashClicks if you want to resell done-for-you fulfillment services under your brand.
This guide explains what white label marketing software is, compares the main white-label marketing tools for agencies on price and features, shows how GoHighLevel’s white-label and SaaS Mode tiers work, and covers the pitfalls that hurt agencies after launch. Prices were checked on vendor pricing pages on October 2, 2026.
What is white label marketing software?
White label marketing software is a product a vendor builds, hosts and maintains, which your agency rebrands and provides to clients as its own. You skip the software development entirely. Depending on the platform, you can customize the logo, colors, login page, custom domain, outbound email sender, support portal and sometimes the prices clients see. The client logs in to “your” platform; the vendor stays invisible. Our explainer on what white label means covers the general concept across industries.
The term gets used loosely, so it helps to separate four arrangements:
- Affiliate: you refer clients to the vendor’s own signup page and earn a commission. The client knows whose software it is.
- Reseller: you invoice the client, but the vendor’s brand still appears in the product.
- White label: the same product is rebranded by many agencies, and the client sees only your brand.
- Private label: a product made for one seller’s brand, sometimes with exclusive changes. In agency software the two terms overlap, and most platforms are white label.
There’s also a difference in depth. Cosmetic white-labeling puts your logo on a PDF report or a dashboard, and many reporting tools include it on every plan. Full platform white-labeling puts your brand on an entire CRM, funnel builder and automation suite, including billing. Fewer vendors offer that, and it’s the version that lets you sell software as its own line item.
White-label software by category: CRM, analytics, email marketing, SEO reports and project management
White-label marketing tools for agencies fall into a few categories:
| Category | What clients see under your brand | Examples |
|---|---|---|
| All-in-one CRM and marketing platform | CRM, funnels, websites, email, SMS, calendars, automation, billing | GoHighLevel, Vendasta, DashClicks |
| Reporting and analytics dashboards | Live dashboards and reports from Google Analytics, Google Ads, Meta and SEO tools | AgencyAnalytics, DashThis |
| Website builders | Client websites and a branded editor | Duda |
| SEO reports and audits | Rank tracking, site audits, competitor analysis reports | SEO suites with white-label reporting add-ons |
| Email marketing platform | Branded email campaign builder and sending | White-label email services for agencies |
| Social media management tool | Branded scheduling and approval portal | White-label social schedulers |
| Reputation management | Review requests, monitoring and replies | See our white-label reputation management guide |
| Project management and client portals | Task boards, approvals and file sharing under your brand | White-label project management software and client portal tools |
Most digital marketing agencies start with one white label tool, usually an SEO report or analytics dashboard, then consolidate when they’re juggling six logins per client. An all-in-one platform replaces several categories at once, though each piece is usually less deep than the specialist.
Benefits: how white-label software helps agencies scale
The main benefit is recurring revenue that doesn’t depend on billable hours. A platform fee on every client account adds income each month whether or not your team logged extra time, and the margin grows as you add clients to a flat-priced plan.
The second is retention. When a client’s pipeline, calendar, reviews and marketing data all live in a system under your brand, replacing your agency means moving all of it. That makes the relationship stickier than a services-only retainer.
The third is focus. White-label software platforms let agencies offer software without software development, so your team spends its time on marketing strategies and campaigns across marketing channels instead of building and maintaining tools. Templates also make each new client faster to set up, which is how a small team takes on more accounts. If your business needs one branded system rather than a stack of separate logins, a platform that lets you fully brand the client experience is ideal for agencies trying to scale.
Best white-label marketing tools compared
| Tool | Best for | White-label price | Pricing model |
|---|---|---|---|
| GoHighLevel | Full branded CRM and marketing platform with SaaS resale | $297/mo (branding), $497/mo (SaaS Mode) | Flat; unlimited sub-accounts; usage extra |
| Vendasta | Reselling a marketplace of products and fulfilled services | $99, $499 or $999/mo minimum spend | Minimum spend; 1-year contract on Professional and Premium |
| DashClicks | White-label platform plus pay-per-service fulfillment | $199/mo or $1,788/yr (Pro) | Flat; unlimited sub-accounts and users |
| AgencyAnalytics | Branded client reporting | $20 per client per month (billed annually) | Per client |
| DashThis | Branded reporting dashboards | From $44/mo for 3 dashboards | Per dashboard |
| Duda | Branded website builder platform | $199/mo, or $149/mo annually (White Label plan) | Tiered |
GoHighLevel: the most complete white-label platform
GoHighLevel is a platform designed for agencies, with sub-accounts (one per client), snapshots and resale built into the plans. It covers CRM and pipelines, a drag-and-drop funnel and website builder, email and SMS marketing, marketing automation workflows, calendars, reputation management, courses and a client portal. White-label branding starts on Unlimited; full resale needs Agency Pro. Details in the next section. Read our GoHighLevel review for how the tools perform day to day.
Vendasta: resell a marketplace of services
Vendasta gives agencies a white-label client portal plus a marketplace of more than 250 products and services, many fulfilled by Vendasta or its partners. Subscriptions are $0 with a monthly minimum spend of $99 (Starter, co-branded only), $499 (Professional) or $999 (Premium). Professional and Premium require a one-year contract. It suits agencies whose model is reselling done-for-you services to local businesses. Compare it directly in GoHighLevel vs Vendasta.
DashClicks: platform plus fulfillment center
DashClicks Pro costs $199/mo or $1,788 a year and includes a white-labeled dashboard, unlimited sub-accounts and users, and access to a fulfillment center where you pay per service for work such as Meta and Google Ads management, SEO, content and listings. It’s a fit for agencies seeking to outsource delivery under their own brand.
AgencyAnalytics and DashThis: white-label analytics dashboards
AgencyAnalytics charges $20 per client per month on annual billing, with branded logo, colors and a custom domain on its plan, and a 14-day free trial with no card. DashThis starts at $44/mo for 3 dashboards and includes custom logo, color themes, white-labeled dashboards, custom domain and custom email on every plan; it prices by dashboard rather than by client. Either is the cheapest way to put your brand in front of clients every month through reporting, but neither runs campaigns. Pick by use case: per-client pricing suits a stable roster, per-dashboard pricing suits agencies with several reports per client.
Duda: white-label website builder
Duda’s White Label plan costs $199/mo ($149/mo billed annually) and turns the editor into your own platform on a custom domain, with unbranded support portals. Lower plans offer a standard white-label experience. It’s built for agencies that sell websites at volume and want clients editing in a branded builder.
How GoHighLevel’s white label and SaaS Mode work
GoHighLevel splits white-labeling into branding and resale, and the difference is $200 a month.
| Plan | Price | White-label and resale features |
|---|---|---|
| Starter | $97/mo | 3 sub-accounts; no white-label desktop app; no rebilling |
| Unlimited | $297/mo ($2,970/yr) | Unlimited sub-accounts; white-label desktop web app and custom domains; rebill phone and email at cost |
| Agency Pro | $497/mo ($4,970/yr) | Everything in Unlimited plus SaaS Mode, automated sub-account creation, rebilling with markup (including AI), advanced API |
| Enterprise | Custom | Adds dedicated support, custom development, white-label mobile app and HIPAA |
Unlimited is where white label branding starts: clients log in to a desktop web app on your domain with your logo and colors, and the marketing campaigns you run for them live inside that branded account. You get unlimited client sub-accounts and can pass phone and email usage through at cost. You can’t yet sell the software at your own prices through the platform.
Agency Pro (formerly marketed as SaaS Pro) adds SaaS Mode. You create your own subscription plans, clients pay through your Stripe account, sub-accounts are created automatically when they sign up, and you rebill texts, calls, email and AI usage with a markup you set. This agency plan is the tier where you run your own branded software-as-a-service product with its own billing, and the first tier where you can customize the software’s pricing for clients. Our SaaS Mode guide and white-label pricing breakdown go deeper.
The mobile app is separate on every plan except Enterprise: a white-label app under your agency’s name costs $497/mo or $1,491/quarter. Some users report reliability issues with it, such as push notifications; test it before promising it to clients.
Snapshots for niche agencies
A snapshot is a template of an entire sub-account: workflows, pipelines, calendars, funnels, forms and email and SMS templates, without contact data. Build one per niche and load it into every new client account. An agency focused on real estate marketing software can package lead-routing pipelines, listing alerts and open-house follow-up once and reuse them for every brokerage it signs. See our guide to GoHighLevel snapshots.
What the AI and lead tools add
GoHighLevel’s lead generation tools are what make the platform fee easy to justify to local clients: missed-call text back, instant form replies, booking calendars and review requests. AI-powered Conversation AI and Voice AI can qualify and book leads, but they’re billed per use, or flat at $50 or $97 per sub-account per month through the AI Employee plans. Only Agency Pro can rebill AI to clients.
Features to look for: branding, client portal, billing and automation
Whatever white-label solution you choose, check these white label features against your agency needs before you sign. Customization matters most where clients actually look.
- Branding depth: logo, colors, custom domain, login page, sender email and support portal. Check every surface a client sees, including mobile.
- Client portal and permissions: separate client logins, user roles and team collaboration without exposing other clients’ data.
- Billing: can you charge clients through the platform at your own prices, or do you need separate billing software?
- Multi-client management: how easily you can manage multiple clients, how the platform scales from a handful of clients to hundreds, and whether cost is per client, per dashboard or flat.
- Templates and automation: reusable client setups and workflows to automate onboarding and reporting.
- Integrations and API: connections to Google Analytics, Google Ads, Meta, payments and your other software tools.
- Ease of use and support: your team answers client questions, so the vendor’s documentation and support quality become yours.
How much does white label marketing software cost?
Single-purpose white-label tools cost tens to a few hundred dollars a month: AgencyAnalytics at $20 per client per month on annual billing, DashThis from $44/mo, Duda’s White Label plan at $199/mo. Full platforms cost more: GoHighLevel at $297 or $497/mo, DashClicks Pro at $199/mo, Vendasta at $99 to $999/mo in minimum spend.
On GoHighLevel, usage is the cost agencies most often miss. SMS is $0.00747 per segment plus carrier fees, email is $0.675 per 1,000 sends, local numbers are $1.15/mo, and every client texting US numbers needs A2P 10DLC registration. Our GoHighLevel pricing breakdown lists every rate.
Flat pricing works in your favor as you grow. Unlimited at $297/mo costs $99 per client at 3 clients and $29.70 at 10, while per-client tools and contact-priced platforms add cost with every account. Time is the other cost: configuring a first client-ready setup takes weeks, so treat it as a cost of launching, not free overhead.
How to price a white-label product to clients
Agencies use three models.
Bundled into the retainer. The client pays one fee for marketing services and the software is included. It’s easy to sell, but you need to track per-client usage costs or your margin becomes invisible.
An itemized platform fee. A separate monthly line for “your platform.” This makes the software visible as a product the client would otherwise have to license and configure, and it’s easier to raise over time.
Self-serve SaaS tiers. With GoHighLevel’s SaaS Mode you publish your own plans, and clients sign up and upgrade on their own. It takes the most setup and behaves most like a software business.
Whichever model you choose, decide how you’ll handle usage costs (at cost, marked up, or bundled) before the first client signs. Raising it on an existing client later is a much harder conversation.
Is white labeling legal?
Yes. White labeling is a normal licensing arrangement, and vendors like GoHighLevel, Duda and DashThis sell white-label features as part of their paid plans. The risk is in the details: stay within the vendor’s terms, don’t claim your agency built the underlying technology, handle client data under a proper privacy policy, and check whether you can set your own terms of service for clients. If you serve healthcare clients, note that HIPAA support on GoHighLevel is a $297/mo add-on (included on Enterprise).
Pitfalls to check before you white label any platform
Support moves to you. Clients call your brand when something breaks, even though the vendor wrote the code. Decide who handles first-line support before launch.
Usage costs eat margin. SMS, email and AI meter separately on full platforms. Model them per client from day one.
Branding gaps show up on mobile. Web dashboards are usually fully branded; mobile apps often aren’t unless you pay for a branded app. Check what clients will actually install.
Ramp time is real. All-in-one platforms take weeks to configure and longer to master. Set launch dates based on your setup work, not a sales promise.
Data portability. Snapshots move templates between GoHighLevel accounts, but contact history, conversations and payment records don’t travel with them, and nothing moves cleanly to a different vendor. Know what an export includes before a client asks to leave.
Who white-label marketing software fits, and who should skip it
It fits agencies and in-house marketing teams that already manage several clients or brands across more than one channel, want to add recurring software revenue to their marketing services, and can own client support. A full platform like GoHighLevel makes sense once the flat fee is spread across enough accounts to beat paying for separate tools. If your main need is a CRM rather than resale, our guide to the best CRM for agencies compares the options on CRM fit alone.
Skip a full platform if you serve one or two clients, if your clients want the deepest tool in a single channel, or if you can’t take on support. A branded reporting tool such as AgencyAnalytics or DashThis is a cheaper way to start. GoHighLevel offers a 14-day free trial (card on file), which is enough to build one client setup and see how much work the white-label launch will take.
