Definition
White-labeling is the practice of rebranding a product built by one company so it appears to come from another. A white-labeled WordPress plugin appears in the client's WordPress admin with the agency's brand - their name, their logo, their support email. The client does not see the underlying vendor. Agencies use white-labeling to position themselves as the expert, own the relationship, and avoid having clients go direct to the vendor for support.
Not every tool allows full white-labeling. Some allow only UI rebranding (plugin name and logo) but keep a small credit link. Others allow complete reskinning, including update URLs, support redirects, and license management through the agency. The right level depends on the client relationship and the agency's workflow.
How SheetLinkWP relates to White-Label
The White-Label add-on for SheetLink Forms (included in Agency Plus plans) lets you rebrand the plugin entirely: change the name from SheetLink Forms to whatever you want, replace the logo, hide the SheetLinkWP marketing tabs, redirect support links to your own helpdesk, and point update checks to a proxy you control. Clients see only your brand in their WordPress admin.