Quick verdict
A white label AI chatbot lets your agency sell a chatbot under your own brand while another vendor runs the technology. The offer only works if the platform gives you separate client workspaces, branding control and data isolation. Before you pick one, check what is actually included on the plan you will pay for: branding removal and custom domains are often gated behind higher tiers or add-ons.
A white label AI chatbot is a chatbot built and hosted by a platform vendor that you configure, rebrand and sell to your own clients as if it were your product. The end customer sees your name, your colors and your invoice. The vendor stays in the background.
For an agency, the appeal is simple: a recurring revenue line that sits on top of work you already do (websites, SEO, CRM, support tooling) without building a language model stack. The risk is just as simple: you are building a client-facing service on a platform you do not control. This guide covers what a real white label setup must include, how the economics work, how to launch in 30 days, and which traps to avoid.
Short answer: A white label AI chatbot setup is worth selling when the platform provides (1) one isolated workspace per client, (2) your logo and colors on the widget with the vendor attribution removed, (3) a custom domain or at least a branded client portal, (4) per-client usage limits and analytics, and (5) a billing model that leaves you a margin. If any of those is missing, you are doing simple reselling, which can still be profitable but gives you less pricing power and less protection against clients going direct.
Table of Contents
What White Label Means in Practice
The term covers three different levels of integration, and vendors rarely say which one they mean. Ask for specifics before you sign.
| Level | What the client sees | Typical requirement |
|---|---|---|
| Simple resale | Vendor name in the widget footer or admin panel; you manage and invoice the service | A standard subscription per client |
| Branded widget | Your logo and colors on the chat widget, no "powered by" mention | Often a higher plan or a paid add-on |
| Full white label | Your domain, your client portal, your emails; the vendor is invisible | Agency or reseller plan, sometimes a negotiated contract |
Most agencies start at level one or two. That is a legitimate way to validate demand. Clients buy the outcome (visitors get correct answers, support tickets go down), not the logo on the widget.
The White Label Checklist: What the Platform Must Include
Use this list when you evaluate vendors. Each item should be confirmed in writing or in the vendor's public pricing and documentation, for the exact plan you intend to buy.
- One workspace per client. Separate knowledge bases, conversation logs and settings, so one client's documents can never appear in another client's answers.
- Branding control. Logo, colors, widget name and welcome message. Removal of the vendor's "powered by" badge.
- Custom domain or branded portal. If clients log in to see conversations, the URL and emails should carry your brand, not the vendor's.
- Role-based access. Client viewers who can read conversations without touching the configuration, and your own admin access across all workspaces.
- Usage controls per client. Message quotas, alerts before a quota runs out, and a way to cap spend so one busy client does not eat your margin.
- Grounded answers with sources. The chatbot should answer from the client's own documents and say when it does not know. This matters more than any branding feature, because a wrong answer under your name is your problem. See our comparison of RAG chatbot platforms for how to test this.
- Analytics you can share. Top questions, unanswered questions, volumes. These feed your monthly client report and justify the retainer.
- Data export and deletion. Conversation export, and a documented way to delete a client's data when the contract ends.
- Billing model that fits resale. Either a reseller or agency plan with volume pricing, or flat per-client subscriptions whose cost you can predict.
- A contract that covers resale. Some terms of service forbid reselling or rebranding. Read them before you build a business on the platform.
Agency Economics: Resale Pricing and Margin
A white label chatbot offer usually has three revenue lines: a one-time setup fee (audit of the client's content, document import, configuration, testing), a monthly platform fee that includes your margin on the vendor cost, and an optional monthly management fee for conversation review, knowledge base updates and reporting.
Illustrative example (hypothesis, not a benchmark)
Assumptions: the platform costs your agency $100 per client per month; you charge a $1,200 setup fee and $350 per month per client (platform plus light management); you spend about 2 hours per client per month on review and updates.
- Margin per client per month: $350 minus $100 = $250 before your time.
- With 10 clients: $2,500 per month gross margin, plus $12,000 of setup fees spread over the ramp-up.
- Time cost: 20 hours per month, so about $125 per hour of effective margin before sales and support overhead.
Change any assumption and the result moves a lot. The point of the exercise is to know your break-even per client, not to promise a number.
Three pricing rules hold up across most agency offers. First, price on the value to the client (support hours saved, leads captured), not on the vendor's list price. Second, never sell unlimited messages if your platform meters usage. Third, tie the management fee to a monthly report, so the client sees what they are paying for.
If you do not want to hold a margin at all, a referral model is an alternative: you recommend the platform and earn a commission. Heeya's affiliate program pays 30% of the subscription for as long as the customer stays subscribed. It is a referral arrangement, not a white label one: the client subscribes in their own name.
How to Launch the Offer in 30 Days
Week 1: choose the platform and the package
Run the checklist above on two or three platforms. Build one demo agent on a real public website. Write a one-page offer: what is included, what is not, and how many messages per month. Decide your price and your minimum contract length.
Week 2: build a reference project
Pick a friendly existing client or your own agency site. Import their documents, test 50 real questions, note where the bot fails and fix the knowledge base. This gives you screenshots, a result and a script for sales calls.
Week 3: package the delivery
Write the onboarding checklist (what documents the client sends, who validates answers, who owns the domain), a monthly report template and a short data processing addendum for your contracts. Check the vendor's terms for resale and sub-processor information.
Week 4: sell to your existing base
Offer a demo built on the prospect's own website content during the call. Start with the five to ten clients who already complain about repetitive questions. Aim for two paid pilots before you promote the offer publicly.
White Label Chatbot Platforms Compared
Vendors change plans often, so treat this table as a starting point and verify each line on the vendor's pricing page before you commit. Prices are from public pages and third-party roundups checked in October 2026 and are indicative only.
| Platform | White label approach | Indicative entry point | Watch out for |
|---|---|---|---|
| Botpress | White label webchat on a higher paid tier | Reported around $150 per month on annual billing | Builder-oriented, more setup time per client |
| Chatbase | Branding removal and custom domain as paid add-ons | Plans from about $19 per month, add-ons extra | Add-ons per bot can multiply the cost across clients |
| CustomGPT.ai | API and white label options for product and agency use | Higher tiers, check vendor pricing | Cost scales with documents and queries |
| Stammer AI | Agency-first, with a full SaaS mode (your own branded app) | Reported agency plan around $197 per month | Usage rebilling: check how credits are charged |
| FastBots.ai | Dedicated reseller plan with multiple chatbots and full white label | Reported reseller plan around $399 per month | Fixed chatbot allowance: model your client count |
| Pickaxe | White labeling advertised on paid plans, with custom domains | Reported from about $29 per month | Check client workspace isolation and RAG depth |
| Heeya | Agency white label offer on Enterprise: agency dashboard with isolated client workspaces, custom domain, no Heeya attribution. Partner pricing on request | Free, €19 and €99 per month; Enterprise on quote | Agree branding scope and partner pricing in writing before you quote clients |
For a deeper look at retrieval quality, citations and hosting on the leading tools, see our RAG chatbot platform comparison and the Chatbase alternatives guide.
Where Heeya Fits Today
Heeya is a RAG chatbot platform for small and mid-sized businesses: you train an agent on documents and web pages, answers cite their sources, and you embed the widget with one line of code. Public plans on the pricing page are Free (€0, 1 agent, 30 messages per month), Standard (€19 per month, 1 agent, 500 messages), Premium (€99 per month, 3 agents, 2,500 messages, a team workspace for 5 users) and Enterprise on quote (unlimited volume and agents, custom development and integrations, SLA).
Heeya offers a white label option for agencies and resellers. It is positioned on the Enterprise plan and above, and it is set up through a dedicated agreement rather than a self-serve checkout, so terms are discussed with the team. Here is what the offer covers:
- Agency dashboard. Create and manage multiple client workspaces from a single account, each with its own isolated knowledge base and conversation logs, so one client's data never mixes with another's.
- Branding control. No Heeya attribution in the widget, a custom domain, and client-facing materials that carry only your agency brand.
- Partner pricing. Volume-based partner rates billed to one agency account, available on request. No public price list, so ask for the terms and keep them in writing.
- Support. Priority support and a dedicated contact for technical questions and escalations.
It fits digital agencies, marketing agencies, web studios and integrators that already manage several clients and want a recurring chatbot line under their own brand. If you have one or two clients, simple resale on standard plans is usually enough to start, and you can move to white label once the model is proven. For packaging ideas and pricing examples, read our guide on AI chatbot for marketing agencies.
To get started, email [email protected] or book a demo, and tell us how many client workspaces you expect in the first six months. Before you promise anything to a client, confirm in writing the branding scope, the custom domain setup and the partner rate. You can also test the platform first on the free plan. The simpler models still work too: clients subscribe in their own name and you earn commission through the affiliate program, or you hold the subscriptions and bill a management fee that includes your margin.
Pitfalls: Dependency, Client Data and GDPR
Platform dependency
Your clients' chatbots live on someone else's infrastructure. If the vendor changes its pricing, drops a feature or shuts down, you have to migrate every client under pressure. Keep a copy of each client's source documents and configuration (prompts, tone, fallback rules) outside the platform, and avoid building custom logic that only works on one vendor. Negotiate a notice period for price changes if you are on a contract.
Client data ownership
Decide upfront who owns the knowledge base, the conversation logs and the account. A clean rule: the client owns their content and conversations, you own your configuration method and templates. Put it in the contract, along with what happens to the data when the service ends. Avoid creating every workspace under a personal email address.
GDPR and sub-processors
If your clients serve EU visitors, a chatbot processes personal data: names and emails typed into the chat, IP addresses, sometimes sensitive details. In a white label setup, your client is usually the controller, you act as a processor, and the platform vendor is a sub-processor. That chain needs a data processing agreement at each link, a list of sub-processors (including the AI model provider) and clarity on where data is hosted. Display a clear notice in the widget that visitors are talking to an AI. Our guides on GDPR-compliant AI chatbots and EU data sovereignty go deeper. This is general information, not legal advice.
Quality under your name
When the chatbot gives a wrong price or a wrong policy, the client calls you, not the vendor. Limit the scope to documents the client controls, require the bot to say when it does not know, and review unanswered questions every month. See how marketing agencies package chatbot services for packaging ideas.
Test the platform on a real client site before you build an offer
Create a free Heeya agent, import a client's documents and run your 50 test questions. For the white label offer, email us and we will walk you through the agency setup.
Start free, no credit card Talk to us about white labelFAQ
What is a white label AI chatbot?
A white label AI chatbot is a chatbot built by a technology vendor that another company rebrands and sells as its own. The reseller, often a digital agency, configures it for each client, adds its own logo and colors, and invoices the service, while the vendor's name is hidden or minimized.
How much does a white label chatbot cost?
It depends on the vendor and the tier. Public plans range from tens of dollars per month for entry tiers to a few hundred dollars per month for agency or reseller plans, and some platforms charge extra for branding removal or a custom domain. Always price the exact plan that includes the features you need, then add your own management time to find your break-even per client.
How much should an agency charge clients for a chatbot?
Most agencies combine a one-time setup fee with a monthly fee that covers the platform cost, your margin and a light management service. There is no universal price: anchor on the client's value (support time saved, leads captured), cap message volume, and make sure the monthly fee clearly exceeds the vendor cost plus the hours you spend.
Is white label the same as reselling?
No. Simple reselling means you manage and invoice the tool but the vendor remains visible. White label means the vendor's identity is removed from what the end user sees, often with a custom domain and branded emails. White label usually costs more and may require a dedicated agreement.
Does Heeya offer white label?
Yes. Heeya offers a white label option for agencies on the Enterprise plan and above: an agency dashboard with isolated client workspaces, a custom domain, no Heeya attribution in the widget and partner pricing on request. It is set up through a dedicated agreement, so contact the team at [email protected] to discuss terms. Agencies who are just starting can also manage agents for clients on standard subscriptions or refer customers through the 30% lifetime affiliate program. Get the branding scope and partner rate in writing before you promise them to a client.
Is white label chatbot reselling GDPR compliant?
It can be, if the contractual chain is in place: a data processing agreement between your client and your agency, another between your agency and the platform, a list of sub-processors including the AI model provider, and clear information about data hosting. The client remains responsible as data controller. Take legal advice for your specific setup.
How long does it take to launch a chatbot offer?
About 30 days for an agency with existing clients: one week to choose a platform and package, one week to build a reference project, one week to document delivery and contracts, and one week to sell two paid pilots. Each new client then takes from a few hours to a couple of days, depending on how clean their documents are.
