What "White Label" Actually Covers on Each Website Builder

White label is the most oversold phrase in this category. It appears on comparison pages as though it were a checkbox, when in practice it describes a range of commitments so wide that two platforms can both truthfully claim it while offering almost nothing in common.

This sheet breaks the phrase into the six things it can mean, then goes platform by platform through which of the six each vendor's own page actually claims. Read on 21 September 2026.

The six meanings, cheapest first

Sorted by how much it costs a vendor to give away, which correlates almost perfectly with how often it is included.

1. The vendor's logo is hidden in the editor while your team works. Costs the vendor nothing. Nearly universal.
2. No vendor badge or credit line appears on the published site. Standard on almost every paid plan in the category, including plans nobody calls white label.
3. The client's login screen sits on your domain rather than the vendor's. Rare. Requires real infrastructure.
4. The dashboard the client uses is branded as yours throughout — logo, colours, name.
5. System, lifecycle and payment emails come from your address. Rarer still, and the one that catches people out, because it is where the vendor's name most often survives a "full rebrand".
6. Support the client receives appears to come from you, rather than from a help centre with somebody else's name on it.

The first two are table stakes. A platform offering only those and calling itself white label is describing a paid plan. The interesting question is always which of items three to six are included, and at what tier.

Duda: three to five, on one specific plan

Duda is the platform the phrase is usually attached to, and it earns it — on the right tier.

Platform rebranding on Duda covers custom branding, custom domains and a branded login screen, which is items three and four. Its client-billing product extends the branding to the money: emails under your domain with your branding, a checkout flow that looks like yours, and invoices where the client sees your brand and Stripe rather than Duda. That reaches into item five.

The tier matters enormously and is the most misreported fact in the category. Rebranding is on Duda's White Label plan at $149 a month billed annually, or $199 monthly, and on the unpriced Custom plan. It is not on the Agency plan at $52. Client Billing, confusingly, is available far lower, from the Team plan at $29 a month annually.

So the honest sentence is: Duda's white label is real and comprehensive, and the version of it most comparisons describe costs nearly three times the tier they attach it to. Which permission sits on which tier is worked through on the Duda agency sheet.

10Web: the broadest claim on any page we read

10Web publishes the widest white-label scope of anything in this category, and it publishes it as a specific list rather than a slogan. From its own page: a 100% branded dashboard hosted on your domain, with your logo, colors, name; all 10Web-related URLs replaced with your custom domain and subdomains; all lifecycle, system and payment emails sent from your domain with your branding; a white-labelled WordPress admin where clients only see your brand; a white-labelled visual editor; and a white-labelled reseller dashboard for subscriptions, payments and clients.

That is items three, four, five and a good part of six, and it is the only place on this rack where the WordPress admin itself is named.

The price of it is not published. 10Web's own wording is that pricing is based on your website volume, AI generation needs and any custom requirements, with a quote request instead of a figure. No site counts and no tier prices appear anywhere on that page. Third-party sources contradict each other badly on the numbers — one reports an agency tier around $90 a month for ten sites, another an agency range starting under $25 — so this sheet quotes neither.

That absence is why 10Web is covered here rather than ranked on the best website builder for agencies table. A platform you cannot budget for cannot be compared against platforms you can.

Wix Studio: none of the six

This is the finding that surprises people, so it is worth being exact about where it comes from.

Wix's own page for agencies describes a great deal: unlimited client sites in one dashboard, team permissions, concurrent editing, client kits, content mode, automated reports. It contains no white-label or reseller claim at all. There is nothing about your branding on the dashboard, nothing about a login domain of yours, nothing about emails from your address.

Wix Studio is an excellent agency operations product with no white-label component. Both halves of that are true and the second half does not get said often enough. The full reading of that page is on the Wix Studio agency sheet.

Webflow: items one and two, and that is the list

Webflow's paid site plans publish to a custom domain without a Webflow badge, which is item two. Beyond that, no Webflow surface we could read offers presenting Webflow under an agency's own brand.

Where Webflow is genuinely strong is a different question entirely — ownership rather than naming. Its client-payments and site-transfer mechanics on Freelancer and Agency workspaces let a client pay for and eventually own their own site plan, and its code export on Core and Growth workspaces gives a leaving client something hostable, with the significant caveat that CMS items and CMS-generated pages cannot be exported.

"Webflow white label" is a phrase used by agencies who build on Webflow and sell under their own name. It is not a Webflow feature, and a comparison that lists it as one has copied it from a services company's marketing page.

Squarespace: nothing, and Squarespace does not pretend otherwise

Squarespace Circle is a discount and extended-trial programme. Nothing on the Circle page addresses removing Squarespace branding, because there is no mechanism to address.

What Circle does publish is clean and worth knowing: 10% off new annual subscriptions and three-month extended trials on Silver, 20% and six months on Gold, 25% and twelve months on Platinum, free to join. And the clause that gets left out of most summaries, quoted from Squarespace's own support article: the discount does not apply to future renewals, reactivations or plan changes.

Squarespace's real agency strength is the ending rather than the branding. You add the client as a contributor and, in Squarespace's words, your client can become the website owner and keep, limit or remove your access if they choose. That is a clean exit, and it is worth more than a logo swap to most studios.

How to read any white-label claim in ninety seconds

Four questions, in this order. They will separate a real offer from a paid plan every time.

• Which tier? If the answer is not a specific named plan with a published price, you do not have an offer yet. You have a sales conversation.
• What is on the login screen? If the client types the vendor's domain to log in, items three through six are almost certainly not included regardless of what the headline says.
• Who sends the emails? Password resets, form confirmations, payment receipts and system notices are where a vendor's name survives a rebrand. Ask specifically.
• What happens when the client contacts support? If the answer is that they reach the vendor's help centre, item six is not included, and the client will eventually find out which platform they are on.

None of this means a platform without white label is the wrong choice. Most agency work does not need it — the client knows perfectly well that a website was built on a website builder, and does not care. It matters when you are selling an ongoing managed product where the dashboard is part of the deliverable, and in that case it matters completely, which is precisely why it is worth knowing what you are actually being sold.