How to White-Label an AI Setter for Your Agency Clients

White-labelling an AI setter means your clients see your agency's brand, not the software vendor's, when they log in, review conversations or look at results. Done well, it also means each client has its own separate workspace, you control what they can change, and you can bill them for usage through your own account.

When agencies ask me about white-label, they usually mean a few different things at once. This post separates them, so you can decide what you actually need. I'll use ReplySetter's Agency plan as the example, and I'll say what to check in any platform.

The parts of "white-label"

1. Branding

Your logo, colours and agency name on the client-facing app, so clients see your product, not a third party's.

2. Client workspaces

Each client gets their own space: their own inboxes, agents, conversations and analytics, separate from other clients. You switch between them from your agency account.

3. Client logins with limited access

Client users can log in to see their conversations, approve replies or check results, without being able to break the flow you built or see other clients.

4. Rebilling

Charging clients for AI usage (or a markup on it) through your own payment account, so you're not paying their usage out of your retainer.

5. Template protection

Your best flows and prompts are your intellectual property. You want to copy them to clients without clients copying them out.

6. Custom domain

The client portal on your own domain, like app.youragency.com. Nice to have, but the hardest to set up and the least important to most clients, in my experience.

Do you actually need white-label?

Honestly, not always. Ask yourself:

• Do clients log in at all? Many agencies send weekly reports and clients never log in. Branding matters less then.
• Are you selling a "product" or a "service"? If you sell your own AI product, white-label matters. If you sell a done-for-you service, clients care about results, not logos.
• Will you rebill usage? If you price usage into your retainer, rebilling is optional.

How it works in ReplySetter

On the Agency plan:

• Client workspaces sit under your agency account and share your plan's limits (50 agents and 100,000 AI replies a month across the agency and its clients).
• Copy agents to a client to reuse your templates, with business details like {{business.service_area}} filled in per client.
• Client users get a restricted role, so they can see their own workspace without access to your agency or other clients.
• Branding puts your agency's brand on the portal.
• Rebilling: prepaid client wallets, topped up through Stripe Checkout on your own Stripe account, with automatic reloads. When a client's wallet runs out, their agents pause instead of running up your bill.
• One agent can serve many GoHighLevel sub-accounts, matching calendars, pipelines and workflows by name in each sub-account.

Questions to ask any white-label platform

1. How much does each extra client cost? Per-client fees add up fast.
2. Is AI usage marked up, and can I rebill it?
3. Can clients see or export my prompts?
4. Can I copy a template to a new client in minutes?
5. Can I see every client's conversations and analytics from one place?
6. What does the client see when something goes wrong? Error messages with the vendor's name break the illusion.
7. Can I restrict what client users can change?
8. Is there an API or MCP server to automate client setup?

Pricing your white-label offer

Common approaches agencies take:

• Monthly fee per client covering the platform, management and a usage allowance.
• Setup fee for the initial build.
• Usage rebilled at cost or with a margin, through client wallets.
• Performance bonus per booked or attended appointment.

I go into pricing models more in how to start an AI appointment setting agency.

Common white-label mistakes

• Paying per client on a platform, so margins shrink as you grow.
• Giving clients full edit access, then fixing what they broke.
• No rebilling, so one busy client's AI usage eats your profit.
• Over-investing in branding before you have clients who log in.