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White-label website monitoring for agencies: what to check before you choose

By the Beamfar team. Published . Updated . 7 min read.

White label in a monitoring tool means your client sees your brand where they would otherwise see the vendor’s. In practice it is at least six separate things, and vendors limit and price each one on its own, so a tool that says “white label” may give you only one or two. Decide which of the six your clients will actually notice, then test those in a trial before you commit.

The six things “white label” can mean

  1. Report branding. Your name, logo and colours on the monthly report the client reads, and no vendor name in the title, footer or file.
  2. Status page branding. The same on the public status page: name, logo, accent colour, and the page title and icon in the browser tab.
  3. The address. The status page answering on a host name you control, such as status.client-name.com, with a valid certificate. That needs a DNS record (usually a CNAME) and a certificate that someone issues and renews.
  4. The badge. A “Powered by” line or logo. Some tools remove it together with branding, some sell its removal separately and some keep it.
  5. The sender. Who the e-mails appear to come from. If the client receives alerts or reports by e-mail, the sender name and address can still be the vendor’s.
  6. Client access and billing. Whether a client can sign in read-only, receive alerts without taking a paid seat, or be billed through you as a reseller.

For most retainers, items 1, 2 and 4 are what a client notices. The address (3) matters when the client wants status.theirbrand.com and not a link on someone else’s name. Items 5 and 6 matter when the client deals with the tool directly. If the client only ever reads a PDF and opens one status page, you can ignore 5 and 6.

What vendor pages say

This is a reading of public pages on 2026-10-28, not a test. Plans change and some pages contradict themselves, so confirm on the vendor’s page before you decide. Where a page did not say, the cell says so. A vendor missing from the table may offer all six.

ToolReportsStatus pagesAddress and client accessSource
UptimeRobotMonthly uptime reports are mentioned; the pages we read do not say they carry your brand.The Team plan lists up to 100 white-label status pages that remove UptimeRobot branding; Scale lists unlimited.The agency page says each page can have your own branding and custom domain. Clients can receive alerts through notify-only seats, so they need no login.UptimeRobot for agencies, UptimeRobot pricing
Oh DearMonthly reports “sent with your name on them”.“Give each client a branded status page”.A status page on your own domain such as status.yourcompany.com with automatic SSL; read-only access to just a client’s sites; a reseller account billed through your own subscription.Oh Dear home page, Oh Dear pricing
Better StackNot described on the pricing page.White label is an add-on priced per status page; custom CSS and JavaScript is a separate per-page add-on.Not stated on the pricing page.Better Stack pricing
HetrixToolsReports and status pages can be shared “under your own domain, logo and colors”.Partial white label on Free and Professional, full on Business and Enterprise.White-label domains: 3 on Free, 5 on Professional, 10 on Business, 20 on Enterprise. Sub-accounts: none on Free, then 1, 5 and 20.HetrixTools home page, HetrixTools uptime pricing
StatusCake“White Label Reporting” and “Unbranded Reporting” are listed; the text does not show which plans include them.Its status page product lists “Custom CSS” and “No Branding”; the text does not show which plans include them.Not stated.StatusCake pricing, StatusCake status pages
Site24x7 (MSP plan)Reports and report customisation are listed for the MSP plan.Not mentioned.Per-customer accounts: 9 customers included and more as an add-on. White label is not mentioned.Site24x7 MSP pricing

Read on 2026-10-28; plans and terms can change.

Two things stand out. First, the same word covers very different offers: a branded status page on every plan, a per-page add-on, and a feature that is listed with no plan. Second, only some pages say anything about the sender of e-mails or about the client’s own login, so ask the vendor about items 5 and 6 instead of assuming.

Check the terms before you rebrand

A feature list does not settle whether you may present a tool as your own. UptimeRobot’s terms are a useful example. Section 14 says that its data, status pages, alerts and API responses “may not be repackaged, white-labeled, or offered to third parties” “as a standalone or rebranded monitoring service, except under a separately negotiated commercial agreement”. Its own Team plan lists white-label status pages, so the clause reads as being about reselling monitoring as a service, not about showing a branded status page to your client. Other vendors have their own wording. Read the terms of any tool you plan to put your name on, and keep the answer with your client contracts. This is not legal advice.

Test it in 30 minutes

Do the same test on every candidate and write down what you see.

  1. Create a test client with one test site you control.
  2. Open the client report the way the client would. Look for the vendor’s name in the title, footer, file name and printed PDF.
  3. Open the status page in a private window, signed out. Look for the vendor’s name, logo, badge, outbound links, favicon and page title.
  4. If the tool offers your own address, put a test host name on it and look at the certificate the browser shows. Then remove the DNS record and see what the page does.
  5. Cause an incident on a test page and read the alert e-mail: sender name, sender address, footer and any link that points to the vendor.
  6. Stop the test site and check that the status page still answers. A status page hosted on the same server as the site goes down with it.
  7. Look up what happens to the branding if you cancel, and whether you can export your data first.

Mistakes to avoid

  • Paying for white label per page without counting the pages. A per-page add-on multiplied by every client that needs a page can cost more than the licence it sits on.
  • Branding the report and leaving the vendor’s name in the status page link. The client sees both. Test items 1 to 4 together.
  • Forgetting that your own address is one more thing to renew. A status page on status.client-name.com has a certificate and DNS records that expire or get deleted. Add the host name to your monitoring like any other site.
  • Promising the client a platform you do not run. Say plainly that the status page and report come from a monitoring service you operate for them. Your contract, not the badge, carries that promise.

How Beamfar helps

On the Agency and Agency Plus plans your own name, logo and accent colour go on the monthly client reports and on the public status pages, and the “Powered by” line can be hidden (items 1, 2 and 4). A client’s own host name for a status page is built for the Team, Agency and Agency Plus plans: a host name you verify with a DNS record, served with a certificate. It has not yet been tested against real DNS and TLS, so item 3 is not proven. Alerts and account e-mails reach your team from Beamfar’s own sender, and Beamfar does not send the report to your client: you print it to PDF or send it on. On the Team, Agency and Agency Plus plans a client contact can sign in to a read-only client portal that shows only that client’s sites, incidents, status pages and reports, and takes no seat (item 6); there is no reseller billing. Beamfar is new and has no paying customers yet, so everything here is what is built, not what has been used on real client sites.

Questions

What does white label mean in website monitoring?

It means the client sees the agency’s brand instead of the vendor’s. In practice it covers report branding, status page branding, the status page address, the “powered by” badge, the e-mail sender and client access, and vendors limit each of these separately.

Do I need my own domain for client status pages?

Not always. A branded page on the vendor’s address is simpler to run. A status page on the client’s own host name looks more like the client’s, but it needs DNS records and a certificate that someone must keep valid.

Can I resell a monitoring tool under my own name?

Check the vendor’s terms first. Some forbid offering their data, status pages or alerts as a rebranded monitoring service without a separate agreement, while still selling branded status pages to agencies. This is not legal advice.

Does Beamfar offer white label?

On the Agency and Agency Plus plans, your name, logo and accent colour go on reports and status pages and the “Powered by” line can be hidden. The client’s own host name is built but not yet tested against real DNS and TLS. Beamfar’s paid plans open soon; the 14-day trial is free and needs no card.

Sources

Read on . Standards and vendor pages change; confirm the current text before you rely on it.

Terms used in this guide

  • Status pageA status page is a public page that shows whether a service works and lists incidents. What it should show, how to word updates and why blips stay off it.
  • CNAMEA CNAME record makes one name an alias of another. Why a name with a CNAME cannot hold other records, which blocks it from the root of a domain.
  • TLS certificateA TLS certificate proves that a website holds the name in the address bar and enables HTTPS. What it contains, how long it lasts and what happens when it expires.
  • Care planA website care plan is a recurring service in which an agency monitors, updates, backs up and reports on a client site for a monthly fee. What belongs in one.

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