White label means your client sees your name and not the vendor's, and that is a smaller promise than it sounds. Which parts are rebrandable, who owns the client relationship, what happens at renewal and what the client sees if they look closely are all separate answers, and they vary more between vendors than the feature lists do. Here is the checklist.
What rebranding actually covers
At minimum: the dashboard your client logs into, the emails and texts that ask their customers for a review, and the reports you send. Ask specifically about the login domain, because a client who signs in at vendor.com has been told who really runs this. Ask about the sender address on the review request, because that is the thing the customer sees. And ask whether the vendor's name appears anywhere in the footer of a PDF report, since that is where it usually survives.
Who owns the client
The important clause is not about logos. It is whether the vendor can contact your client directly, whether they can sell to them if you stop reselling, and what happens to the review history if you move platforms. Agencies discover the answer to the last one at the worst possible moment. Ask for an export of everything, in a file you can open, and confirm you can take it whenever you want.
How the agency tier is priced
Two shapes dominate. Per location, which is how the enterprise platforms sell: Reputation.com publishes Rep Core at $80 per location per month, read 2026-09-06. Or a flat agency plan with a location allowance, which is how the smaller platforms sell: Reviewshake's published tiers run $29, $59 and $99 a month with an agency plan from $199, read the same day. Per location is simpler to resell at a markup; a flat plan is cheaper until you grow into it.
What to ask before you sign anything
Can I rebrand the login domain, the request emails and the reports. Can I export every review and request, today, without asking. What is the minimum term and what happens to my clients at the end of it. Can the vendor contact my clients. What does a second location cost. Five questions, and the answers separate the field faster than any comparison table.
Questions people ask about white label online reputation management
Does white label mean my client never sees the vendor?
It should mean that, and often it means less. The login domain, the sender address on review requests and the footer of an exported report are the three places a vendor's name survives. Ask about each one by name.
Can I set my own prices?
Almost always, yes, and that is the point of reselling. What varies is whether the vendor publishes a price your client could find, which makes a large markup awkward to hold.
What happens to the reviews if I leave?
The reviews themselves live on Google and the other platforms and are not going anywhere. What you can lose is the history of requests, responses and ratings over time. Get the export answer in writing before you sign.