White label refers to a product or service created by one business and sold by another under the second company's brand, with the original maker's name hidden from the customer.
Why it matters
It lets a business offer a product without building it. The reseller gains speed and a broader catalog, and the provider reaches new customers. The risk is dependence: quality, uptime and support problems at the provider appear as the reseller's problems. It is common in software, financial services, cosmetics and consumer goods. Related terms include private label, where a retailer has a product made exclusively under its own brand.
Example
A web agency resells an uptime-monitoring dashboard under its own name and logo. Clients log in at monitor.agency.example and see the agency's branding, while the underlying platform belongs to a technology vendor.
Common mistakes
- Assuming exclusivity; the same product may be sold under many brands.
- Skipping a review of the provider's reliability and data handling.
- Overpromising features the provider does not control.
Related
Get notified when this term updates
Plus occasional practical tips on uptime and monitoring, nothing else. Unsubscribe anytime.
This page is general information written by our editorial team and updated when documentation changes. Servers and providers differ, so test changes safely first. See our editorial policy and disclaimer.