Some of our resellers run the platform under their own brand. Their customers build apps on infrastructure that says someone else's name everywhere — the reseller's, not ours.
From a distance, that looks like a feature you add: swap the logo, change a color, done. From inside, it's the opposite kind of work. White-label is a subtraction job: finding every place your own name hides in your own product, and taking it out. There are hundreds of those places. Nobody's list is ever quite finished — a product that keeps shipping keeps creating new spots for a name to leak into.
Why resellers ask for this — and how the ask went from a fear to a claim — is a story Jérôme tells. This is the engineering half: what honoring the ask actually takes.
Three of them, picked because each teaches something.
The email you didn't sign
Transactional emails — the password reset, the order confirmation — are the easy case: put the reseller's name in the sender field. Except an email carries more identity than its display name. There's the via that some inboxes surface next to the sender. There are the technical headers that most recipients will never open — until the one technically-minded customer does, and finds a name that shouldn't be there. Subtracting yourself from an email means subtracting yourself from the parts of it nobody usually reads. Someone always reads them.
The address on the door
A reseller's customers log into a back office. That back office lives at an address — and the address is part of the product. It can't be goodbarber.com, not even as a redirect on the way in. So domains are part of the subtraction: the workspace a customer uses every day has to carry, down to its URL, the brand of the company they bought it from.
The page nobody tests
Error pages. When everything works, every screen has been reviewed a hundred times. When something breaks, you land on pages nobody rehearses — and a default error page is precisely where a platform's real name loves to surface. Your brand showing up at the exact moment something fails is the worst possible cameo. So the subtraction has to cover the unhappy paths too: the 404s, the maintenance screens, the "something went wrong" of it all.
The things we never had to subtract
The most interesting part of the inventory is what's not on it.
An app built on the platform ships to the stores from the customer's own developer account. Their name on the listing, their certificates, their relationship with Apple and Google. There is nothing to erase there, because the architecture never wrote us into it: the app belonged to its owner from the first day, reseller or no reseller. Even our agent playbook ships white-label — resellers redistribute it under their own brand, because it was written to be redistributed.
That's the quiet lesson of this whole exercise. The subtraction you do by hand is corrective; the best subtraction is structural. Every place where the platform never claimed what belongs to the customer is a place you'll never have to scrub.
The finish line
How do you know the job is done? Walk down the chain and ask, at each step, whose brand is visible.
The end user of an app sees the brand of the app's owner. The app's owner — the reseller's customer — sees the reseller's brand: on the back office, in the emails, on the error pages. And us? Nowhere in that chain. Not smaller, not discreet, not in the footer. Absent.
That's the acceptance test, and it's stricter than it sounds. A brand that shows up small is still a brand that shows up. White-label isn't your name in a modest font — it's your name gone.
We spent years building a brand, and then built the capability whose entire job is to make it disappear. Those aren't opposites. They're the same product, taken seriously twice.
