Robofy
A white label product is made by one company and sold by many others under their own names. A private label product is made for one brand, usually to its own specification, and sold only by that brand. For an agency selling software or AI services, white label is usually the faster and cheaper route, while private label suits a business that wants exclusivity and control over the product itself.
Key takeaways
- White label: a finished product that several sellers rebrand. You choose the name, price and customers; you do not choose the product itself.
- Private label: a product made for you alone, often to your specification. You get more control and exclusivity, and usually pay for higher minimums and a longer build.
- In software, white label is the norm. Building a private label platform means paying to design, host and maintain it.
- Because white label products are shared, the differences between sellers come from service, setup and support, not from the product alone.
This guide is published by Robofy, which offers a white label AI platform for agencies. It explains the terms in general and uses Robofy only where an example helps.
What is white label?
White label means one company builds and runs a product, and other companies sell it under their own brand. The end customer sees the seller’s logo, name and sometimes domain. They do not see the company that made it.
The product is the same for every seller. What changes is the packaging: the brand, the price, the bundle of services around it and the customer relationship. This is why white label works well when you want to launch quickly and keep your own pricing.
What is private label?
Private label means a product is made specifically for one brand or retailer. The brand usually decides the specification, the formulation or design, and the packaging, and the maker produces it only for that brand. Supermarket own-brand goods are the familiar example.
You get exclusivity, because competitors cannot buy the same product from the same maker. In return you normally commit to larger minimum orders, accept a longer lead time and take on more responsibility for quality and the product roadmap.
White label vs private label at a glance
| White label | Private label | |
|---|---|---|
| Who makes it | A provider that sells the same product to many brands | A maker producing for one brand |
| Customisation | Brand, price and packaging | Specification, design and packaging |
| Exclusivity | None: other sellers can offer the same product | Usually exclusive to your brand |
| Upfront cost | Low | Higher |
| Speed to launch | Fast | Slower |
| Control over the product | Limited to what the provider offers | High |
| Typical examples | Software platforms, generic supplements, ready-made reports | Supermarket own-brand food, custom-formulated cosmetics |
How the difference works for software and AI
In software, white label is far more common than private label. A provider hosts the platform, maintains it and ships updates. The seller adds a logo, colours and a custom domain, creates client accounts and sets prices.
A private label software product would mean commissioning a platform that only your brand uses. That means paying for design, development, hosting, security and ongoing maintenance. Few agencies need that, and it is rarely cheaper than white labelling an existing product.
With an AI chatbot or AI agent platform, white label looks like this:
- Your logo, colours and custom domain, so clients only see your brand.
- A separate workspace for each client.
- Your own pricing, so you decide what each client pays.
You can read how this works in practice in the Robofy white label reseller program and in our guide to white label AI agents.
Which should an agency choose?
Choose white label when you want to start selling soon, test demand with a small number of clients and avoid building or hosting software. Choose private label only when exclusivity or control of the product is the thing you are selling, and you have the budget and time for it.
If you go white label, remember that other agencies may use the same platform. Differentiate through what you add: onboarding, training the agent on each client’s content, reporting and support. Our guide to starting a white label chatbot agency covers that in more detail, and how much to charge for AI chatbot services covers pricing.
Frequently asked questions
Is white label the same as reselling?
They overlap. Reselling means selling someone else’s product. White label means you also put your own brand on it. A reseller may sell the product under the original brand, while a white label seller hides the original brand.
Is private label better than white label?
Neither is better in general. Private label gives exclusivity and control and costs more. White label is faster and cheaper and means you share the product with other sellers.
Can I white label software I do not build?
Yes, if the provider offers a white label or reseller programme. You use their platform, add your brand and sell it to your clients under your terms.
What should I check before choosing a white label provider?
Look at branding options (logo, colours and custom domain), client workspaces, pricing and billing terms, where data is hosted, and the support you can expect. Our checklist for choosing a white label AI agent platform goes through each point.