White label
Presenting a platform under another company's branding. Agencies use it so their clients see the agency's identity rather than the underlying vendor's.
One term from the WhatsApp Business Platform glossary. Last updated 2026-07-25.
White labelling typically covers branding, domain and client-facing views. It matters for agencies and resellers whose commercial relationship depends on being the client's primary vendor rather than a visible reseller of someone else's tool.
A client portal that is white-labelled should also be PII-minimised, showing a client their own data without exposing the agency's other client relationships through shared views or identifiers.
Related terms
- RBAC
- Role-based access control — granting permissions by job role rather than individually, so an agent, a manager and an owner see different parts of a platform.
- Business Solution Provider (BSP)
- A company authorised by Meta to provide access to the WhatsApp Business Platform. A BSP handles number onboarding, message delivery and billing, while the WhatsApp Business Account itself stays owned by your business.
- Shared inbox
- One WhatsApp inbox worked by a whole team, with assignment so each conversation has a clear owner and presence indicators so two agents do not answer the same customer.
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