White label SaaS is software built and run by one company that another company sells under its own brand, domain and prices. The reseller (usually an agency or a SaaS business) owns the customer relationship and the margin; the vendor owns the code, hosting and updates. In 2026 there are three ways to do it: resell an existing white-label platform, rebrand a white-label builder, or launch your own branded SaaS on an AI app builder API. This guide explains each model, what it costs with real prices read from vendor pages on October 24, 2026, and how to choose.
> Want to launch your own branded software, not just resell someone else's? The Totalum API lets your product create complete apps (sign-in, database, payments, hosting) under your brand and your customers' domains, with your users never seeing Totalum. See the white-label AI app builder.
Quick Answer
- What is white label SaaS? Software you sell as your own: your logo, your domain, your pricing, while the vendor builds and hosts it.
- The three models in 2026: (1) resell a ready-made platform such as GoHighLevel or Vendasta, (2) rebrand a white-label builder such as Duda for client websites, or (3) launch your own branded product on an AI app builder API such as Totalum.
- What does it cost? From the vendors' pages on October 24, 2026: GoHighLevel plans are $97, $297 and $497 a month (the $497 tier adds a "SaaS Mode" for agencies going SaaS); Vendasta has monthly minimums of $99, $499 and $999; Totalum's API bills credits from $0.07 each with no per-seat or per-site fee.
- How do you make money? Charge clients more than the vendor charges you, either by marking up the subscription (rebilling) or by bundling services on top.
- Is it legal? Yes. White labeling is a normal business model when the vendor offers a reseller or white-label agreement; read its terms on branding, support and data.
How white label SaaS works
- The vendor builds the software, hosts it and ships updates.
- You, the reseller, put your brand on it: logo, colors, domain, emails and often a branded login page.
- Your clients buy from you and see only your brand.
- Money flows from clients to you at your price, and from you to the vendor at wholesale.
The appeal is speed: you get a product to sell without building or running software. The risk is dependence: your product is the vendor's roadmap, pricing and uptime.
The three white label SaaS models in 2026
| Model | Examples | What you sell | Your control | Typical cost |
|---|---|---|---|---|
| Resell a ready-made platform | GoHighLevel, Vendasta | CRM, marketing, client portals under your brand | Branding, pricing, bundles; the features are the vendor's | Monthly plan or minimum ($97 to $999+) |
| Rebrand a white-label builder | Duda, 10Web, Sellful, Readdy | Client websites, sometimes stores | Branding and site design; product scope is the builder's | Per plan or per site (see our white label website builder guide) |
| Launch your own product on an AI app builder API | Totalum API | Any app or SaaS you design: portals, CRMs, booking, internal tools, your own AI app builder | Full: your product, your UI, your data model | Usage credits (Totalum from $0.07 per credit) |
Model 1: resell a ready-made platform
These platforms package a complete product for agencies to resell.
- GoHighLevel lists plans at $97, $297 and $497 a month ($970, $2,970 and $4,970 a year), with a 14-day free trial. The $497 tier is described as "ideal for SaaSPRENEURs & agencies looking to go SaaS", with SaaS Mode and rebilling of phone and email with markup; add-ons are priced per sub-account. Its Enterprise plan includes a white-label mobile app (gohighlevel.com/pricing).
- Vendasta uses monthly minimums instead of subscriptions: Starter $99, Professional $499 (which lists a white-label client portal) and Premium $999. From the second month, every dollar spent on qualifying products counts toward the minimum (vendasta.com/pricing).
Best for agencies serving local businesses that want CRM, marketing and reputation tools in one branded bundle.
Model 2: rebrand a white-label builder
If clients mainly buy websites, white-label website builders let you sell sites under your brand. Duda starts at $19 a month billed annually, 10Web's agency plans start at $42.50 a month billed annually for 10 sites, and Sellful's white-label plans start at $99 a month (all read on October 21, 2026). The full comparison is in our white label website builder guide.
Best for agencies whose core product is client websites.
> Clients asking for custom software, not templates? Get a Totalum API key, or book a 30-minute call and we will help you launch your own branded product, with free credits to test.
Model 3: launch your own branded SaaS on an AI app builder API
The newest model is to stop reselling someone else's fixed product and launch software you design, on top of an API that builds and runs the apps. With the Totalum API:
- One call creates an app.
POST /projectswith a prompt such as "build a booking system for physiotherapy clinics" returns a project with sign-in, its own SQL database, file storage and hosting. - Your brand only. Every project belongs to your account; your customers never need a Totalum account or see Totalum.
- Real software. Each app is a server-rendered Next.js project with BetterAuth sign-in, plus built-in email, AI, PDFs and payments.
- Payments for your customers. Apps take Stripe payments into the owner's own Stripe account, with renewals and refunds handled automatically.
- Your customers' domains. Each project can get its own custom domain through the API on any paid plan.
- Unit economics you control. Credits from $0.07 each, most reads free, per-project monthly credit caps and live spend analytics, so you can price every customer with a margin.
- A head start. Clone the open-source reference builder (
totalumlabs/ai-app-builder-open), set one environment variable, and you have a branded AI app builder to sell.
This model covers two common goals: launching a vertical SaaS (one product, many customers, each on their own project) and launching your own AI app builder (your customers describe apps and your product builds them). For the second, see our guides to the white label AI app builder, the Lovable API and the v0 API.
White label AI: what changed in 2026
"White label AI" now means more than rebranding a chatbot. Vendors such as Vercel (v0 API) and Totalum sell programmatic access to full app-building agents, so a company can offer "describe it and we build it" under its own brand. The differences that matter for a white label SaaS business are:
| Question | Why it matters | What to look for |
|---|---|---|
| Do my end users need a vendor account? | Brand control and churn risk | No vendor accounts; everything under your API key |
| Is the database and hosting included? | Your operating cost and complexity | A database, sign-in and hosting per app |
| Can I set budgets per customer? | Margin protection | Per-project caps and spend analytics |
| Can customers take their code? | Trust and enterprise deals | Export or GitHub sync per project |
| What does each operation cost? | Pricing your plans | Published, machine-readable prices |
How much does white label SaaS cost?
| Option | Starting price (October 2026) | Pricing model |
|---|---|---|
| GoHighLevel | $97/month; SaaS Mode on the $497 tier | Plan per month or year, add-ons per sub-account |
| Vendasta | $99/month minimum | Monthly minimum counted against product spend |
| Duda | $19/month billed annually | Plan per month; advanced white label on Custom |
| Sellful | $99/month | Plan per month |
| Totalum API | Credits from $0.07 each | Usage-based; works on every plan, including Free |
Price from your real wholesale cost per client, then add the value you deliver on top (setup, design, support, integrations). With a usage-based API, set a per-customer credit cap and charge a fixed monthly price above it, so every client stays profitable.
How to start a white label SaaS business
- Pick the job your clients pay for: marketing tools, websites, or custom software.
- Choose the model: resell a platform (fastest), rebrand a builder (websites), or launch on an API (most control).
- Define packages and margins using the vendor's real wholesale prices.
- Brand everything: domain, login page, emails and support channels.
- Pilot with three clients before you scale, and measure support load and churn.
Why Totalum for your own white label SaaS
- You own the product, not just the logo: design any app or vertical SaaS on top of the API.
- Full apps per customer: sign-in, SQL database, payments, hosting and a custom domain, created by one API call.
- No vendor accounts for your users, and no per-seat or per-site fees.
- Budget control: per-project caps, live spend analytics and prices readable from the API.
- Exit-friendly: customers can export their code or sync it to GitHub.
- Start fast: an open-source reference builder and free integration help.
FAQ
What does it mean to white label software?
To white label software is to sell a product built by another company under your own brand. You set the name, logo, domain and price; the vendor builds, hosts and updates the software behind the scenes.
How much does a white label SaaS cost?
It depends on the model. Ready-made platforms start around $97 to $99 a month (GoHighLevel, Vendasta), white-label website builders from about $19 a month billed annually (Duda), and API-based platforms such as Totalum bill by usage, with credits from $0.07 each.
Is white labeling legal?
Yes. White labeling is legal when the vendor offers a white-label or reseller agreement. Read the terms on branding, data ownership, support responsibilities and what happens if you leave.
What is the difference between white label SaaS and building your own SaaS?
White label SaaS means reselling a product someone else built. Building your own means you design and own the product. An app builder API sits in between: you design the product, while the API builds and hosts each customer's app.
Can I launch my own AI app builder as a white label SaaS?
Yes. With the Totalum API your product can create full apps from prompts under your brand, and the open-source reference builder gives you a working interface to start from.
What is white label AI?
White label AI is AI functionality you sell under your own brand, from chatbots to full app-building agents. In 2026, APIs such as Totalum let companies offer AI app building to their own customers without building the AI or the infrastructure.
Launch your own white label SaaS
If you want a ready-made bundle for local businesses, GoHighLevel or Vendasta will get you selling fastest. If you want to own a product your clients cannot get anywhere else, built and hosted per customer under your brand, get your Totalum API key, read the API docs, or book a call.