Robofy
White label SaaS is software that one company builds and hosts and another company sells under its own brand. The customer signs up with the seller, sees the seller’s logo and often its domain, and pays the seller. The provider stays in the background, keeping the software running. For agencies, it is a way to add a recurring software service without building any software.
Key takeaways
- The provider builds, hosts and updates the software. You brand it, sell it and support your clients.
- Agencies usually earn through a monthly or yearly subscription they set, a setup fee, or both.
- Check branding options, client workspaces, pricing terms, data hosting and support before you commit.
- Your edge comes from service: onboarding, configuration and reporting, because other sellers can use the same platform.
This guide is published by Robofy, which offers a white label AI platform. It explains white label SaaS in general and uses Robofy only for examples.
How does white label SaaS work?
The provider runs one platform. You open an account with the provider and set up your brand: a logo, colours and usually a custom domain. Your clients then sign up or are set up under your brand, each with their own workspace. They see your name on the login page, in emails and in the dashboard.
You set the price your clients pay and pay the provider its own fee. The difference, after your costs and time, is your margin. The provider typically handles hosting, security, updates and the underlying infrastructure, while you handle sales, onboarding and first-line support.
How do agencies earn from white label SaaS?
There are three common ways to charge, and many agencies combine them:
- Recurring subscription. Clients pay monthly or yearly for the service. This builds predictable revenue as you add clients.
- Setup fee. A one-off charge for configuring the software, loading the client’s content and testing.
- Retainer. A monthly fee for ongoing work such as reviewing conversations, updating content and reporting.
What you can charge depends on the value you deliver, your costs and your market, not on a fixed formula. Our guide to how much to charge for AI chatbot services walks through a worked example with cost per client.
What should you check before you resell?
- Branding. Can you use your own logo, colours and custom domain, so clients see only your brand?
- Client workspaces. Does each client get a separate space, so their data and settings stay apart?
- Pricing terms. Is the provider’s fee monthly or yearly? How many clients does it cover? What happens when you grow?
- Usage costs. Are there usage allowances or credits, and who pays for extra?
- Data and security. Where is data hosted? Is there a data processing agreement you can sign? Check the provider’s trust and security pages.
- Support and training. What help do you get when a client has a problem?
- Exit. What happens to your clients if you stop reselling?
White label SaaS for AI agents and chatbots
AI chatbots and agents suit white labelling well, because every business wants help with customer questions, bookings and leads but few want to build it. A reseller sets up an agent for each client, trains it on that client’s content and connects it to the client’s tools.
If you are comparing options, use our checklist for choosing a white label AI agent platform. To see what an agent can do beyond answering questions, read about white label AI agents and the Robofy white label reseller program.
Frequently asked questions
What does SaaS stand for?
Software as a service: software you use over the internet and pay for as a subscription, rather than installing and owning it.
Is white label SaaS the same as a SaaS reseller programme?
They are close. A reseller programme lets you sell a product, sometimes under the original brand. White label SaaS means you sell it under your own brand.
Do I need to be technical to resell white label SaaS?
Not usually. You need to understand the product well enough to set it up for clients and explain it, but the provider runs the infrastructure.
Can I white label software for free?
Some providers offer free trials, but a white label programme normally has a fee. Be cautious about promises of free white label businesses, and read the terms of any plan before you build a service around it.
How is white label SaaS different from private label?
White label products are shared across sellers, while private label products are made for one brand. We compare them in white label vs private label.