White-labeling is when a vendor allows customers or partners to rebrand the product as their own — replacing logos, colors, and domain with the buyer's brand identity while the underlying technology stays the vendor's. The end customer sees the partner's brand, not the original vendor.
Common in SaaS platforms, white-labeling is a B2B2C distribution model: an agency or reseller packages your tool under their brand for their customers. It accelerates distribution without building partner marketing, but creates support complexity and can commoditize the core product if the vendor becomes invisible to end users.