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What is White Labelling an App? How Does it Work?

Written by: Mowico Team

6 min read

Let’s say you are a business owner looking for solutions to reach your customers more engagingly and efficiently. Since we are in a digital era where mobile devices thrive, most sensible options come across as websites and mobile applications. Because practically everyone uses smartphones nowadays, mobile apps offer business owners new ways to get in touch with their customers and keep them coming back. But when it comes to creating an app, a brand new problem arises; the ability to design and develop an app as a non-tech company. That’s where white-label applications come into play by providing businesses with mobile solutions without the need of a fully-fledged IT team and app development expertise. So, what is a white-label app and how does white labelling work? As the no-code e-commerce app builder Mowico, we thought it would be best to share our experience and clear the air about white label applications. 

What is White Label? 

The term ‘white label’ is not only used for software and applications, of course. The name white label comes from the image of a product with a blank, white label that can be customised to fit any brand and used as their own. And that gives a perfect hint about what white labelling is and what are white label products. White labelling is a strategy where a product is branded with the name of the white-labelling company rather than the product manufacturer.  A white label product is a product or service manufactured by a producer and sold to other companies without any restrictions about how they rebrand, or brand, it and use it as their production. So, white label products that are sold to customers by retailers are actually manufactured by a third party manufacturer. Website and app development are some of the most extensive fields in which white labelling is used. Still, various product types are also frequently white labelled and sold under another brand’s name, such as tech products like TVs and DVD players, clothing items, and even consumer goods. 

What is White Label App?

As we stated at the beginning of our article, mobile applications are the best way for business owners to keep in touch with their customers and form a relationship based on loyalty. But app development can be a tough challenge for companies without an IT department or organizations without app design experience. On the other hand, white labeling provides an excellent solution for these businesses. White labelling is a business strategy where companies create software and applications but do not brand them as their own. Instead, they sell the software and application to other businesses and organizations under a different name. A white label app or software is an app or software that is designed for a specific company. This means that it can be customised to fit the company’s needs, and the company’s branding can be used on the app or software. White labelling provides flexibility to companies looking for ways to expand their product offerings without getting too invested.

Benefits of White Labelling

We already clarified that white labelling is an excellent solution for businesses that want to start using a mobile app as a marketing tool but don’t have any app building experience. But besides negating the need for app development expertise, white labelling has many more benefits to offer. Let’s see how white labelling an app can improve your business; 


Expectedly, app development is a costly process. Especially when compared to dealing with your application needs with white-labelled software, developing your application from the ground up on your own comes across as not only the more frustrating option but also a more expensive one. Finding the desired app developer, hiring and onboarding them, then forming an IT team to deal with the development process are all costly practices. So, businesses without any prior app development experience, in particular, are the ones that are going to cut their costs the most when choosing a white label app over creating their own. 

Easier Maintenance

When businesses choose to go with a white label app and rebrand an app that another developer initially manufactured, it will become easier for them to address and solve any issues that may occur with the software if they choose a software business that offers post-release maintenance support. Because in companies that develop their apps through an IT team or a single developer, there may be some discrepancies between departments regarding the software issues since not everyone in the company will have the same level of experience and knowledge. So, software companies that provide maintenance support after the release are the better option for identifying and solving the issues of the white-labelled applications. 


As an app developer would know, designing, building and releasing an application can take three or four months to complete. But businesses need to react quickly to compete, especially companies in mobile markets such as e-commerce. So, the shorter the development time, the quicker the increase in revenues. Unlike developing an app for yourself, getting a white label app and branding it as your own takes much less time than software developer businesses’ ready-made solutions for specific instances.

Freedom of Customisation

When you develop an app for your business in-house, it can get tricky to get the desired changes done in time due to the relatively stiff nature of traditional app development. On the other hand, if you choose the right software developer, your white label app can be customised to your liking since making modifications to the app would be much easier to the point that people without any app development knowledge would be able to deal with the customisation of your business application. Also, many software developers build your app for you after listening to your needs so that you can have an app that checks all your boxes. 

Available Ready Apps

When you go to an app developer to buy a white label app, likely, your business is not the first to need an app with certain features and designed with specific aims. So, many developers already have ready-made solutions for your application needs. All you need to do is make minor tweaks to its features and start presenting your application to your customer base. 

Considering White Label App As a Business Model

 Consumers spend a surprising amount of time on their smartphones, so adding an app to a business’ marketing strategy makes total sense. At this point, you can just consider reselling a white-label app to address the specific needs of your customers, and it’s highly probable that it’s going to work as a business model if you manage to solve customer pain. So, focus on identifying shortcomings in your client’s marketing strategies and trying to resolve them with a white label app specifically made to answer those shortcomings.

 Now with the no-code app builder Mowico, you can turn your e-commerce website into a mobile app in hours, or you can build an e-commerce app that’s compatible with over 35 e-commerce platforms. Now visit our website to learn more, and start your free trial to get on with building your app.

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