White Label Software Development: 2024 Ultimate Guide

Explore the world of white label software development—how it works, its benefits, and challenges for resellers and sellers, offering a quick route to market expansion and brand enhancement.

White Label Software Development: 2024 Ultimate Guide

White label software development has surged in popularity recently, becoming a pivotal strategy for digital marketing agencies and software companies. In this article, we explore the intricacies of white label software, including what it entails, how to embark on a career as a white label reseller, and the potential benefits and drawbacks of incorporating this model into your business strategy.

Table of contents

Understanding The Basics

Understand the basics of white label custom software development in 2024

What is white label software?

White label software is a type of software created by one company but sold to another company that brands it as its own. This allows the buying company to offer the software under its own name without having to develop it from scratch.

How does white label software work?

White label software works by allowing a company to purchase a ready-made software product, then rebrand and sell it as their own. The original developer creates generic software, which other companies can buy, customize with their own branding, and offer to their customers without the need to invest in creating the technology from scratch. This enables the purchasing company to quickly expand its product offerings and enter new markets.

This is how it actually works:

  1. Company 'A' creates software.
  2. Company 'B' can't develop it.
  3. 'A' lets 'B' rebrand it.
  4. 'B' brands it as theirs.
  5. 'B' sells it to clients.
  6. Clients think Company 'B' made it.
  7. Both companies benefit—Company 'A' sells the license to company 'B', and company 'B' sells the branded software to its customers.

This approach is well-known in the software industry, and many companies are reselling software in white label mode to expand their offerings.

White labeling comes with its own pros and cons, and we will discover them later in this article. Keep reading!

What software can be white-labelled?

Any software can be white-labeled if the developer chooses to create a white label version and sell it for use under other companies' brands.

Seller Vs. Reseller in white label software

  • Seller: This is the original developer or company that creates the white label software. They develop the product and offer it without branding, allowing other companies to rebrand and sell it as their own. The seller handles the technical development and maintenance of the software.
  • Reseller: This company buys or licenses the white label software from the seller and rebrands it under their own name. The reseller markets and sells the software to end users as if they were the original creators. They provide customer support and handle marketing, while the technical aspects remain the responsibility of the seller.

Types of White Label Software Reselling

Types of white label software development

Software as a Service (SaaS)

SaaS white label solutions are ready-to-use software applications hosted by a provider, enabling businesses to offer services under their own brand without having to build the software from scratch.

These typically include tools such as SEO tools, project management platforms like Jira and Microsoft Project, social media management tools such as Buffer and Hootsuite, etc. The reseller acquires them under their own brand and resells them to their customers.

Custom Development

Custom development involves creating tailor-made software solutions from scratch according to the specific needs and requirements of a business, which can then be offered as white label products.

This can encompass any type of software, including mobile apps, websites, and POS systems tailored for the reseller.

Open Source Solutions

Open source solutions involve utilizing pre-existing software with open source code, allowing businesses to customize and rebrand the software for their own purposes, often without restrictions.

Managed Services

Managed services involve providing ongoing support and maintenance for software or IT infrastructure, allowing businesses to offer comprehensive solutions under their own brand without the need for in-house expertise.

This could be any digital service, such as social media management, social media advertising, search engine optimization, translation services, and more.

Reseller Hosting

Reseller hosting involves purchasing hosting resources from a provider and reselling them under one's own brand, allowing businesses to offer web hosting services without the need for infrastructure investment.

In fact, I have published an article about web hosting companies in Lebanon, clarifying that all of them are actually resellers.

API Solutions

API solutions involve offering access to application programming interfaces (APIs) that allow businesses to integrate third-party services into their own products or platforms, often under their own branding.

Franchise Software

Franchise software involves offering software solutions tailored to the needs of franchise businesses, allowing franchisees to operate under a unified system while maintaining their own branding and identity.

The Benefits of White Label Software

For sellers (Developers)

  1. Expanded Market Reach: White label software allows sellers to reach a broader audience by licensing their product to multiple resellers, increasing their sales potential.
  2. Diverse Revenue Streams: Selling the same software to multiple resellers creates diverse revenue streams, maximizing returns on initial development investments.
  3. Cost Efficiency: With resellers (agencies) handling marketing and sales efforts, sellers can focus resources on software development and support, reducing overall operational costs.

For resellers (Agencies)

  1. Quick Market Entry: Resellers can swiftly enter new markets with ready-made software, avoiding the time and expense of developing products from scratch.
  2. Enhanced Brand Offering: By rebranding white label software, resellers can expand their product offerings under their own brand, boosting customer perception and loyalty.
  3. Cost Savings: Avoiding the costs associated with in-house software development allows resellers to allocate resources to other business areas, improving profitability and efficiency.

The Challenges of White Label Software

For sellers (Developers)

  1. Quality Control: Maintaining high-quality standards across different resellers can be challenging. Sellers must ensure their software consistently meets customer expectations, regardless of who rebrands and sells it.
  2. Support Overload: Sellers are typically responsible for providing technical support. Managing support for multiple resellers and their customers can strain resources.
  3. Being Unknown: Operating under the white label model can obscure the original developer's identity, limiting their visibility and recognition in the market. This lack of visibility may hinder potential partnerships and opportunities for growth.
  4. Brand Risk: If a reseller mishandles customer service or marketing, it can indirectly damage the seller’s reputation, even if the end customer doesn't know that the software originated from the seller, they may associate any negative experiences with the product itself.

For resellers (Agencies)

  1. Dependency: Resellers rely on the seller for software updates, security, and functionality improvements. Any delay or problem on the seller’s part directly affects the reseller’s business.
  2. Limited Control: Since the core product is not developed by the reseller, they have limited control over software features and updates. This can make it difficult to respond to specific customer needs or market changes.
  3. Finding a Software Provider: Identifying a software provider company willing to offer white label solutions can be challenging. Many providers are not equipped or ready to sell in white label mode, limiting resellers' options and potentially prolonging the search for suitable partnerships.
  4. Competition: Resellers may face competition from other resellers offering the same white label product, making it challenging to differentiate themselves in the market.

White Label Custom Software Development

White label custom software development in 2024

White labeling extends beyond SaaS platforms and tools; it also encompasses custom software development. In this scenario, the reseller (agency) purchases custom software development services from the provider (seller), which could include any mobile apps, websites, or e-commerce platforms. The reseller then rebrands the software and sells it to their clients under their own name.

How white label custom software development works?

Software developer sells the software to an agency, and the agency rebrands the software to make it look like it was created by them, not by the software developer.

Here's a scenario:

  • Pizza restaurant needs a mobile app
  • They contact a local agency
  • Agency can't create the app, so they contact Software Provider
  • Provider creates the app under Agency's branding
  • Agency receives the app and sells it to the pizza restaurant
  • Pizza restaurant thinks that Agency has created the app, not the Provider
  • Pizza restaurant never hears about the provider or sees its logo anywhere

In other words:

  • Software provider sells to agency
  • Agency sells to client

What are the cons of buying from a reseller (agency)?

Cons of buying from a reseller:

  • Higher cost due to reseller commissions.
  • Lack of direct control over the software.
  • Limited access to the original software developers.

You might be wondering why local businesses don't buy directly from software providers instead of going to agencies. Well, the answer may disappoint you, as the truth is a bit disheartening.

Companies often buy from agencies because:

  1. Familiarity: They may not be familiar with the software provider.
  2. Sales Expertise: Agencies typically have skilled sales teams.
  3. Marketing Focus: Agencies often invest more in marketing efforts.

In most cases, agencies are there only to sell you services that they buy from providers - At least, most of them are. So most of the ads you see online and most marketing calls and emails that you receive are actually from agencies because software providers are busy building software, and agencies are focusing on selling you.

Becoming A White Label Software Reseller

Become a white label software reseller in 2024

To become a white label software reseller, whether as a freelancer or an agency, you first need to be able to attract clients. You must have a marketing plan that consistently brings in new connections and clients. Social media can be an effective tool for this purpose. Then, you can begin the following steps.

Have a marketing plan

When you decide to sell white label software, you really need a marketing plan to always keep getting new clients and make your agency work, especially if your software provider is a top-notch one - They always expect new clients from you.

Successful marketing approaches for agencies:

  1. Social media marketing
  2. Search engine marketing
  3. In-person sales
  4. Personal connections

Your marketing plan for software reselling can be focused anywhere, from social media marketing to SEO or even your existing connections. It doesn't matter as long as you're able to reach new people who are looking for software providers.

Gain the right skills

With experience providing numerous mobile apps and websites in white label to software companies, I've gained insights into their strengths and weaknesses.
Understanding their core competencies can shed light on their success.

Key skills of white label resellers include:

  • Effective Communication
  • Strong Sales Abilities
  • Extensive Networks
  • Problem-Solving Proficiency

When you engage in white label software reselling, you become the face of the product for the client. Maintaining excellent communication with clients is paramount. In the event of issues such as misunderstandings, adept resellers can navigate through challenges, find resolutions, and manage stress effectively.

Choose a niche

You don't have to focus on one type of business, but from my experience as a white label software provider, I've noticed something about my resellers. Each one has their own specialty area.

For example, one might focus on helping restaurants by making digital menus, mobile apps, websites, and custom software.

Another might concentrate on local shops in the online selling world, creating mobile apps and websites for them.

When you specialize in a certain area, it helps your agency stand out more quickly in that field. This means you can attract more clients faster.

Find a white label custom software developer

Finding a reliable white label software provider isn't a walk in the park. Not every company equipped with software-building prowess can seamlessly transition into providing white label services. It requires a specialized expertise.

Delivering white label software demands meticulous attention from developers. They must adapt the software to bear your brand, ensuring no traces of their own identity linger, be it in coding, design, branding, hosting, and more.

When selecting a white label custom software provider, it's essential to vet them against specific criteria:

  • Consider their track record of successful projects.
  • Make sure they've delivered at least 5 white label software solutions before.
  • They should understand your needs thoroughly and communicate with you clearly and promptly.
  • Also, ask for a demonstration of the white label software they've developed.

If a provider fails to meet any of these criteria, it might be a sign to seek alternatives.

Having developed over 50 white label software solutions in the past decade, I offer my expertise to assist you.


How do I become a white label software development reseller?

To become a white label software reseller, you need to find a reliable software provider offering competitive pricing and develop a marketing plan to start attracting new clients for your agency.

Can I start a software development company without experience?

Absolutely! Many successful software development companies started with little experience. Your drive to learn and adapt is key. Consider partnering with experienced developers and gradually build your knowledge base.

How to start a digital agency in 2024 with no experience?

One effective way to launch your digital agency without prior experience is by partnering with a reputable company that offers white label software development services. This approach allows you to resell high-quality services under your own brand, minimizing the need for initial technical expertise and reducing startup costs. Focus on creating strong branding and a targeted marketing strategy to attract and retain clients.

What do I need to start reselling white label software development?

To start reselling white label software—from websites and mobile apps to artificial intelligence—it's essential to have a solid marketing plan, establish connections, and secure potential customers. Additionally, finding a reliable white label software developer is crucial to meet your clients' needs and ensure your business operates smoothly and securely.

Is there white label software development services in Lebanon?

Yes, Mohamed Soufan has been offering white label software development services in Lebanon since 2016. He has built many of the successful mobile apps, websites, and software for agencies throughout the country.

Is Mohamed Soufan a white label software provider?

Yes, Mohamed Soufan is a white label software provider.

Is white label software a successful business?

Yes, white label software can be a very successful business. It allows companies to offer software solutions without having to invest in creating the technology themselves. This model can lead to quicker market entry, broader service offerings, and potentially high profit margins if managed effectively.


White label custom software development

In conclusion, white label software development presents a significant opportunity for digital marketing agencies and software companies to expand their service offerings and enter new markets swiftly and cost-effectively.

By leveraging the white label model, resellers can offer a broad range of software solutions—from SaaS platforms to custom developments—under their own branding, enhancing their market presence and customer loyalty. However, it is crucial for both sellers and resellers to navigate the complexities of quality control, brand risk, and customer dependency with strategic planning and thorough vetting of partners.

For those looking to venture into this lucrative field, understanding the dynamics of white label software, mastering the art of client acquisition, and maintaining strong relationships with providers are key to building a successful business.

As technology continues to evolve, the adaptability and innovation within the white label software market will undoubtedly shape the future of digital services, making it an exciting avenue for growth and profitability.