GoHighLevel White Label: App, Domain & Branding (2026)

By Dr Priya Jaganathan, GoHighLevel Certified Admin · HL Growth Partner, Australia · Updated 29 July 2026 · 9 min read

On this page: What white labelling includes · Plan comparison · White-label mobile app · Step-by-step setup · Pricing and margins · Australian notes · Common mistakes · FAQ

Setting up GoHighLevel white label branding is the single biggest perception upgrade an agency can make. The platform stops being "some tool we resell" and becomes your software — your domain in the address bar, your logo on the login screen, your name in the client's bookmarks. I've configured white label for dozens of Australian agencies as a GoHighLevel Certified Admin, and the setup itself takes under an hour. The decisions around it — which plan, which domain, how you price the rebill — are where people get stuck.

This guide walks through exactly what white labelling includes on the Unlimited plan, what SaaS Pro adds, what the branded mobile app costs, the DNS and Mailgun steps in order, and the pricing logic I use when agencies resell the platform to clients. I'll also flag the places where HighLevel branding can still leak through, because nothing undoes a premium positioning faster than a client spotting "LeadConnector" in an SMS header.

What GoHighLevel white labelling actually includes

White labelling is a feature of the Agency Unlimited plan (US$297/month) and above. It is not available on the US$97 Starter plan — on Starter, your clients log in at a HighLevel-branded URL and see HighLevel's logo, which defeats the purpose if you're positioning the platform as your own product.

On the US$297 Unlimited plan

Unlimited gives you the full desktop white label experience:

• Custom domain via CNAME — clients log in at a subdomain you own, such as app.youragency.com.au, instead of app.gohighlevel.com.
• Your logo and branding inside the app — login screen, agency dashboard, sub-account navigation, favicon and loading screens all carry your identity.
• Unlimited sub-accounts — one branded platform, as many client sub-accounts as you can sell, each deployable from your snapshots in minutes.
• Branded API endpoints and white-labelled system emails when you pair the domain with your own Mailgun sending domain.

What the US$497 SaaS Pro plan adds

SaaS Pro (US$497/month) keeps everything above and layers on the commercial machinery: SaaS Mode with automated Stripe billing, self-serve client sign-up, plan tiers you define, and Twilio and LeadConnector rebilling with markup — so the SMS and email your clients send becomes a margin line rather than a cost you absorb. If your model is "sell the software as a subscription", SaaS Pro is the plan; I've broken the whole configuration down in my SaaS Mode setup and pricing guide. If your model is "software bundled inside a done-for-you retainer", Unlimited is usually enough.

White-label features by plan

Here's how the three agency plans compare specifically on branding and resale capability. Always confirm current inclusions on the official GoHighLevel pricing page, because HighLevel adjusts plan contents more often than most vendors.

The white-label mobile app add-on

Desktop white labelling is included in Unlimited, but the whitelabel mobile app is a separate paid add-on — approximately US$99 per month billed by HighLevel, on top of your plan. For that, HighLevel publishes a version of the mobile app to the Apple App Store and Google Play under your app name and icon, so clients checking leads from their phone are opening "YourAgency CRM", not LeadConnector.

Two practical notes. First, treat the US$99 figure as approximate — it has moved before, and there are one-off developer account costs on the Apple side, so verify current pricing in your agency settings or with HighLevel support before quoting it into client contracts. Second, the app review process takes time (typically a few weeks for first approval), so don't promise clients a branded app "next Monday". Until it's live, clients can use the standard LeadConnector app, which is deliberately neutral — but it does say LeadConnector, so set expectations.

Is it worth US$99/month? If you run SaaS Mode with 15+ paying sub-accounts, yes — spread across your base it's a couple of dollars per client for a serious credibility lift. If you have three clients on retainers who barely open the desktop app, park it.

Step-by-step white-label setup

Step 1: Choose your brand domain

Pick a subdomain of a domain you already control: app.youragency.com.au, crm.youragency.com.au or portal.youragency.com.au all work. Avoid buying a separate "platform brand" domain unless you're genuinely running the software as a standalone SaaS product — a second brand doubles your marketing surface for no gain at small scale.

Step 2: Add the CNAME record

In your DNS provider (Cloudflare, VentraIP, Crazy Domains — wherever the zone lives), create a CNAME record pointing your chosen subdomain to the target HighLevel gives you under Agency Settings → White Label. If you're on Cloudflare, set the record to DNS-only (grey cloud), not proxied — proxying breaks the SSL handshake HighLevel provisions. Propagation is usually minutes, occasionally a few hours. HighLevel's help library has current record values if the UI ever changes.

Step 3: Upload logos and favicons

Still in White Label settings, upload your full logo (light and dark variants if you have them) and a square favicon. Check it at three places: the login page, the agency dashboard, and inside a client sub-account. A surprising number of agencies brand the login screen and forget the favicon, so the browser tab still shows the old icon.

Step 4: Set up your email sending domain via Mailgun

White labelling the interface without white labelling email is a half-finished job. Connect a dedicated sending domain (for example mail.youragency.com.au) through the built-in Mailgun/LC Email settings, add the SPF, DKIM and DMARC records it generates, and verify. Now workflow emails, invoices and system notifications come from your domain — better deliverability and consistent branding in one move.

Step 5: White-label your support layer

Decide what clients see when they click for help. Options range from swapping in your own support email and knowledge-base links, to buying a white-labelled support add-on from a third party, to simply routing questions through your team. Whichever you choose, also tidy up internal access: use proper roles and permissions so client users only see their own sub-account — I've covered the setup in how to use roles to protect client data.

Once the shell is branded, standardise what goes inside it. Build your custom fields, tags, pipelines and workflows once, save them as snapshots, and every new client sub-account launches looking like a finished product on day one. My snapshot build-and-deploy guide covers that workflow end to end.

Pricing and margin logic for agencies

Here's the maths I run with every agency I advise. Your fixed platform cost is US$297 or US$497 a month — call it roughly A$460–A$770 depending on the exchange rate. That cost does not rise with client count, which is the whole point: every additional sub-account you sell is close to pure margin on the software line.

Typical Australian resale pricing sits between A$97 and A$497 per client per month depending on what you bundle:

• A$97–A$197/month: platform access plus your snapshot, self-serve. Ten clients at A$147 is A$1,470/month against a ~A$460 cost — a healthy margin before usage costs.
• A$297–A$497/month: platform plus onboarding, support and quarterly optimisation. This is where most retainer-style agencies land.
• Usage rebilling: on SaaS Pro, mark up Twilio SMS and LeadConnector email (2×–3× is common) so heavy senders pay their way.

The trap is underpricing the labour around the software. Deploying, customising and supporting sub-accounts takes real hours, and whether you staff that with a VA or an in-house team changes your unit economics significantly. Cost the hours honestly before you set your resale tiers.

Notes for Australian agencies

GST on what you charge clients

HighLevel bills you in US dollars from overseas; what you charge your Australian clients is a local supply. If you're GST-registered, your resale price to Australian clients needs GST added (or built in), regardless of how HighLevel bills you. So "A$297/month" should be quoted as A$297 + GST or A$326.70 inc. GST — decide which and be consistent across your proposals and SaaS Mode plan pricing. This is general information, not tax advice; confirm your treatment with your accountant, especially around claiming credits on the US-billed subscription.

Local support hours

HighLevel's live support is US-centric, which means your best coverage windows fall in the Australian morning and late evening. If you're promising clients white-labelled support under your brand, build your response commitments around your team's AEST/AEDT hours, not HighLevel's — you are the front line now. That's part of the deal when the logo on the login screen is yours.

Common mistakes to avoid

• Branding the interface but not the email domain — system emails arriving from a LeadConnector address undo the illusion instantly. Finish the Mailgun step.
• Quoting the mobile app as included — it's an extra ~US$99/month add-on with its own approval timeline. Confirm current pricing before it goes in a contract.
• Leaving the CNAME proxied in Cloudflare — the orange-cloud setting breaks SSL provisioning and clients see certificate warnings on your shiny new domain.
• Ignoring branding leaks in integrations — marketplace apps, API-based tools and some OAuth consent screens still display HighLevel or LeadConnector names. Audit every client-facing surface before launch, and brief clients on what they might see.
• Giving clients agency-level or over-permissioned access — one curious client in the wrong settings screen can discover exactly what platform you're reselling. Lock roles down per sub-account.
• Underpricing because "the software only costs us $297" — you're selling outcomes, deployment and support, not a licence key. Price the whole service.

If you want your agency's brand on a platform that's already built, book a strategy call with the HL Growth Partner team.

Book Your Strategy Call →

Frequently asked questions

How much does it cost to white label GoHighLevel?

Desktop white labelling (custom domain, your logo and branding) is included in the US$297/month Agency Unlimited plan. The US$497/month SaaS Pro plan adds SaaS Mode rebilling, and the branded mobile app is an optional add-on at roughly US$99/month — verify current figures on the official pricing page before quoting clients.

Can I white label GoHighLevel on the US$97 Starter plan?

No. Starter is limited to three sub-accounts and does not include the custom domain or in-app branding features. You need Unlimited (US$297/month) as the minimum entry point for a HighLevel white label setup.

How long does white-label setup take?

The core configuration — CNAME record, logo and favicon uploads, and Mailgun email domain — typically takes under an hour plus DNS propagation. The white-label mobile app is the exception: allow several weeks for app store approval on first submission.

Will my clients ever see HighLevel branding?

On a properly configured setup, the desktop app, login page and system emails all show your brand. Leaks can still occur through the standard LeadConnector mobile app (if you skip the branded app add-on), some marketplace apps and API integrations, and OAuth consent screens. Audit each client-facing touchpoint and close the gaps that matter to your positioning.

Do I charge GST on what I bill Australian clients for the platform?

If you're GST-registered in Australia, your resale of the platform to local clients is generally a taxable supply, so GST applies to what you charge — even though HighLevel bills you from the US in USD. Confirm the specifics with your accountant.