White label
One company's service sold entirely under another company's brand, so that the dashboard, emails, payment pages and statements name the reseller rather than the supplier.
Updated August 14, 2026
A white-label product is one company's service sold entirely under another company's brand. The supplier builds and operates it; the reseller's name, logo and colours are what the end customer sees, and in the finished version the customer has no occasion to think about the supplier at all.
The phrase is used loosely, so it is worth being exact about how far the branding reaches. Branded links cover only the hostname in front of the short code — genuinely valuable, and the smallest version of the idea. Full white labelling covers every surface a customer meets: the dashboard and each screen inside it, the pages the redirector serves such as password prompts and expiry notices, transactional email sent from the reseller's own domain, the page where a subscription is paid for, and the descriptor printed on the customer's card statement.
One honest limit applies throughout. DNS records and certificate transparency logs are public, so anyone who deliberately queries a branded domain can see which infrastructure it points at. No branding setting changes that, and ordinary use never surfaces it.