White-label SEO tools, and the four places a vendor's name can still show

A client should never learn the name of your reporting vendor. That is the whole promise of white label, and almost every tool in this category makes it. The gap between vendors is not whether they offer it but how many of the surfaces it reaches — and a report can carry your logo perfectly while arriving from a web address and an email address that are not yours.

There are five surfaces worth checking, in the order a client encounters them.

1. The sending address. Which mailbox the scheduled report arrives from.
2. The web address. The domain the client's link points at.
3. The login screen. What a client sees before they are inside the report.
4. The cover. Your logo and your colours on the document itself.
5. The footer. Whether a "powered by" line survives at the bottom.

Most vendors sell the middle three as one feature. The first and the last are where the surprises live, and they are the two a prospective client is most likely to notice.

What the cover costs, per vendor

On the pricing pages read on 24 September 2026, three vendors price this three different ways.

AgencyAnalytics charges nothing extra. Its feature table marks branded logo, branded colour scheme, client branding, custom domain and custom email as included in the single per-client rate, which is $20 per client per month on annual billing. It is the only tool here that puts a custom sending email in the base price.

Semrush sells it as the Pro Report add-on at $20 a month. Base Report, the cheaper add-on at $10 a month, gets you scheduling, PDF export and Analytics and Search Console data, but its feature list does not include branding — "branding and white-labeling" appears only against Pro Report. Neither add-on is inside any of the four Semrush plans.

SE Ranking sells it as the Agency Pack at $69 a month, and the pricing page marks that add-on "Annual billing only". The pack is not only branding: it carries 30 projects, 30 client seats, unlimited scheduled reporting and a placement in SE Ranking's own agency catalogue. But if branding is all you want, it is still $69 a month and still a year's commitment.

Two others include it without an add-on. Swydo lists "Full white-labeling and branding tools" inside its single plan. DashThis says plainly that you can put your logo in the top-left corner of the dashboard — which is a narrower promise than the other two, and phrased narrowly on purpose.

The surface people forget: who the email comes from

A monthly report that arrives from a vendor's mail servers, with the vendor's domain in the sender, has done the one thing white label was bought to prevent. This is the surface most worth asking about on a demo call, because it is the one least often described on a pricing page. AgencyAnalytics is explicit about it — "Custom Email" is a named row in its included feature table. Whatagraph puts a custom report domain on its higher plan, Prime, rather than on Max. For everyone else, the pricing page does not say, and the honest answer is that you have to ask.

A test you can run in ten minutes, before you buy

Every vendor here offers a trial without a credit card. Use it for this and nothing else:

1. Build one report with your own logo and colours.
2. Schedule it to your own address, and look at the sender.
3. Open the link on a phone, logged out, the way a client will.
4. Scroll to the bottom of the page and the bottom of the PDF.
5. Send the same link to a colleague and ask them to name the vendor.

If step five takes them under a minute, the white label is decorative. That is a five-minute check that settles an argument no feature list will.

Where white label stops being a branding question

Two things are worth saying plainly, because the category's marketing does not.

The first is that white label does not make the data yours. The client's Search Console and Analytics properties belong to the client, and a good relationship says so out loud. A reporting tool that presents borrowed data under your cover is doing presentation, not ownership, and agencies get into trouble when they forget which is which.

The second is that a reseller relationship — where you buy someone else's SEO delivery and put your name on it — is a different business decision from putting your name on a report you produced yourself. This page is only about the second. If you are weighing the first, the question is about the quality of the work behind the cover, and no pricing page will answer it.

Where to go next

The per-client arithmetic for all six platforms, with both billing terms, is on the comparison of SEO reporting software. The narrower question of audit tools that produce a branded technical report is in white-label SEO audit tools, and the distinction between a white-labelled report and a co-branded one — which is a commercial choice, not a technical one — is in white label versus co-branded reports.