"White-label" is the most over-promised word in event tech. Every platform that lets you upload a logo calls itself white-label, and for a studio or agency trying to sell guest photo collection under its own name, that loose usage is a real problem: the word tells you almost nothing about what your client -- or your client's guests -- will actually see. Before you commit to reselling any platform, it helps to separate the term into the three distinct things it can mean, because only one of them is true white-label.
The first level is a **logo swap**. You upload your mark, maybe pick an accent colour, and your logo sits in the corner of an interface that still says, in the footer and the URL and the share screen, the name of the company that built it. This is cosmetic branding. It is genuinely useful -- it looks more professional than a generic tool -- but a guest who scrolls to the bottom of the page or reads the link they just scanned will see whose product it really is. If a competitor recognises the platform, so can your client.
The second level is **true de-branding**: the residual "powered by" line is gone, the share screens carry no vendor name, and nothing in the guest experience points back to the company that built the software. To your client and their guests, it is your product. The third and highest level is a **custom domain** -- the guest gallery loads on `photos.yourstudio.com` (or your own URL), not on the vendor's domain with your logo bolted on. The address bar is the one piece of branding you cannot fake, and it is the difference between "a tool I use" and "a product I own."
Here is how Gathmo maps to those levels, stated plainly so there are no surprises. The entry **Studio** plan (€59/month, €590/year) gives you one custom domain and clean, logo-forward branding, but it keeps a light residual mark -- it is not the full de-brand. End-to-end white-label -- the complete removal of any "powered by," across unlimited custom domains -- starts at the **Agency** plan (€149/month, €1,490/year). That is the tier built for resale: your domain, your brand, no trace of ours, on as many client brands as you run. You can see the full plan breakdown on the pricing page, explore the white-label tiers, or talk through a reseller setup.
The practical takeaway for anyone evaluating the category: do not buy on the word. Ask the vendor three questions -- can guests reach the gallery on my own domain, is every "powered by" removed, and is that included in a published price or hidden behind a sales call? The honest answer to all three is what separates a resellable product from a logo sticker. For a side-by-side of the platforms that pass that test, see our roundup of white-label event photo platforms, and for the agency build-out, how studios productize guest media across client brands.
