How to White-Label GoHighLevel: Complete Agency Guide (2026)

What white-labeling GHL actually means

When you white-label GoHighLevel, your clients access the platform through your domain (something like app.youragency.com) and see your agency's logo throughout. From their perspective, they are using your software. GoHighLevel is invisible to them. You set the pricing, you handle the client relationship and you keep the difference between what you charge and what you pay GHL.

A simple example: you pay GHL $297 per month for Agency Unlimited, which covers unlimited client sub-accounts. You charge each client $297 per month for access to your branded platform. With 10 clients, you collect $2,970 per month in software subscriptions and pay $297 to GHL. The $2,673 monthly margin is pure recurring revenue that arrives whether or not you do any additional work for those clients that month.

This is the model that has made GoHighLevel one of the fastest-growing software companies in the marketing space. The agency ecosystem around it generates significant revenue for both GHL and the agencies that resell it.

What you need before you start

You need the Agency Unlimited plan at $297 per month or the SaaS Pro plan at $497 per month. The Starter plan at $97 does not include white-label features. You also need a domain to host your branded platform, which can be a subdomain of your existing agency domain (app.youragency.com) or a separate domain entirely.

Optionally but recommended: a custom email sending domain for your white-label platform. When clients send automated emails through your platform, the sending domain should match your brand rather than appearing to come from GoHighLevel servers.

Step 1: Set up your custom domain

In GoHighLevel, go to Agency Settings, then Agency Portal, then the Custom Domain section. Enter the subdomain you want to use for your client-facing platform. GHL will give you a CNAME record to add to your domain's DNS settings.

Log into your domain registrar (wherever your agency domain is registered) and add the CNAME record. DNS propagation takes anywhere from a few minutes to 48 hours. Once propagated, your branded platform URL will be live and accessible.

Test by opening the URL in an incognito window. You should see a login page that shows your branding rather than GoHighLevel's. If you see GHL's branding, the DNS has not propagated yet or the CNAME was entered incorrectly.

Step 2: Add your branding

In Agency Settings, go to the Branding section. Upload your agency logo in the formats GHL requests (typically a square icon version and a full horizontal logo). Set your primary colour to match your agency brand. Add your agency name in the platform name field.

Update the email footer text to reference your agency rather than GoHighLevel. Set the support email to your agency support address so client support requests come to you rather than GHL. If you have not customised this, clients who have issues may contact GHL directly and see the GHL brand, which breaks the white-label experience.

Step 3: Set your pricing

Before onboarding a single client, decide on your pricing structure. There are two common approaches. The first is a simple monthly access fee: one price for platform access, typically $97 to $297 per month depending on your market and what you include in the service. The second is a tiered structure that mirrors GHL's own plans: a basic tier at a lower price with limited features enabled, and a premium tier with full access at a higher price.

Most agencies starting out begin with a single tier at $97 to $197 per month for platform access and charge separately for setup and ongoing management. As you get more clients and build confidence in the product, you can introduce higher tiers for clients who need more support or more advanced features.

Do not underprice the platform to get initial clients. If you charge $47 per month, clients perceive it as a $47 tool. If you charge $197 per month, clients invest more in learning it and getting value from it. The psychology of pricing directly affects client retention and usage.

Step 4: Build your signature snapshot

A snapshot is a pre-built package of pipelines, automations, templates, workflows and settings that you can deploy to a new client sub-account in one click. Building a great snapshot is what separates agencies that grow to 20 or 30 clients from those that get stuck at 5.

Your snapshot should contain: a core sales pipeline relevant to your niche, the missed call text-back automation, a new lead follow-up sequence, a review request workflow and customisable message templates. Build it once in a template sub-account, test everything thoroughly and save it as a snapshot from Agency Settings.

When you onboard a new client, create their sub-account, install the snapshot and customise the business name, phone number and message templates. A well-built snapshot reduces new client onboarding time from 8 to 10 hours to 1 to 2 hours.

Step 5: Client onboarding process

Create a simple onboarding process you can repeat for every client. A practical flow: client pays the first month subscription, you create their sub-account, install your snapshot, schedule a 60-minute onboarding call, walk them through their dashboard, show them the 3 key automations that are already live and assign them a short list of setup tasks to complete (phone number connection, Google review link, their existing contact import).

The onboarding call is where most clients decide whether they will stay long-term or cancel after the first month. A client who leaves the call knowing how to use the platform and with at least one automation already active is far more likely to renew than one who got a tour of features they do not know how to use yet.

Step 6: Set up SaaS mode for automated billing

SaaS mode is available on the SaaS Pro plan at $497 per month. It connects Stripe to your GHL account and automates the entire billing cycle. Clients sign up through your pricing page, enter their card details and their sub-account is created automatically. Recurring billing runs without you touching anything. Failed payments trigger automated dunning sequences.

For agencies at 5 or fewer clients, manual billing is manageable. Once you get above 10 clients, the overhead of tracking subscriptions manually becomes a real time cost. SaaS mode pays for itself (the $200 upgrade from Agency Unlimited to SaaS Pro) the moment it saves you more than 3 to 4 hours per month in billing administration.

Common mistakes agencies make

Selling the platform before they understand it. Agencies that sign up 5 clients in the first month before building a solid snapshot or learning the platform create a support burden they cannot manage. Spend the first 30 days building, testing and getting comfortable before selling to clients.

Undercharging to get clients. A $47 per month client is more trouble than they are worth. Low-priced clients have low investment in making the platform work and churn quickly. Charge what the platform is worth and focus on clients who see that value.

Not building a real snapshot. Onboarding each client from scratch is not scalable. Every hour you spend on manual client setup is an hour you are not spending on sales or strategy. A snapshot-first approach is the difference between an agency that can handle 20 clients and one that maxes out at 5.

See our GHL setup guide for the foundation and start with a 30-day free trial through BuildOnAuto before purchasing Agency Unlimited.