White-label software for agencies: how to sell WhatsApp AI under your own brand
heysteff is the AI platform for customer service and sales over WhatsApp, Instagram, Messenger, Gmail and Shopify; Steff is the AI agent that runs it. Many agencies already run their clients' social media, ads or online store, and those clients keep asking for the same thing: someone to answer WhatsApp at any hour. Building that software takes years. With white-label software, the agency sells it under its own name, domain and price, and the provider runs it behind the scenes. This guide explains how it works, what it costs and what to check before choosing.
What white-label software is
White-label software is a product one company builds and another sells as its own. The end client logs in to a dashboard with the agency's logo, colors and domain; they don't see the provider's name day to day.
For an agency, the difference from reselling a license is control: it sets the price, packages the service its own way and owns the client relationship. The provider handles servers, Meta and Shopify integrations, security and new features.
Why WhatsApp AI is a good product for an agency
WhatsApp is where your clients' customers ask about prices, stock, shipping and opening hours. A WhatsApp AI agent answers those questions with the business's own information, recovers abandoned carts and hands off to a person whatever needs judgment.
It is billed every month and used every day, so the agency moves from one-off projects to recurring revenue. It also fits what agencies already sell: campaigns, click-to-WhatsApp ads and Shopify stores.
How it is billed: flat fee plus usage
The white-label models agencies use most, such as GoHighLevel's, separate two things: a flat fee for the platform and each client's usage (AI replies, messages), which the agency can resell with a margin.
In the heysteff partner program the fee starts at USD 97 per month (up to 3 clients) and USD 297 with unlimited clients; on the USD 497 Pro plan the agency bills its clients through its own Stripe account and resells usage with the multiplier it chooses. AI is billed separately, per reply, and WhatsApp messages only when they go out through heysteff's shared number: with the client's own number, Meta bills the client directly.
The advantage of a flat fee is that each new client adds almost pure margin. With a per-client license, cost grows as fast as revenue.
An example with numbers
An agency with 10 clients paying USD 199 a month bills USD 1,990. On the Unlimited plan it pays a USD 297 fee and its clients' AI at cost: if each one uses a 1,000-reply pack (USD 99), that is USD 990 the agency passes on to the client. The monthly margin is close to USD 1,700, before any setup fees.
You can try your own numbers in the margin calculator.
What to check before choosing a provider
What your client sees. The dashboard, domain and emails should carry your brand. Also ask what happens in Meta or Shopify dialogs when connecting channels: they usually show the name of the app requesting permission.
How you manage clients. You need a console to see all of them, create new accounts, jump in to configure them and review their usage.
What is billed separately. Ask for the per-client breakdown of AI and messages so you can pass it on without surprises.
What happens if you leave. Your clients should keep their data. Having it in writing reassures them and you.
Frequently asked questions
Do I need to code? No. You configure the agent, channels and flows from the dashboard, or from your own AI through the MCP server.
Can I start without clients? Yes. You can begin as a referral partner at no cost and move to an agency plan once you have your first clients.
What about WhatsApp? Each client connects their own number. It is cheaper and the number stays in their name.
◆ heysteff partner program
Agencies from USD 97 per month, unlimited clients from USD 297 and billing through your own Stripe on Pro.
Related
◆ next step
Apply with your agency to the partner program and calculate your margin with your own clients.
Start free → Get a demo See pricing