The model
How white label website
maintenance works.
You sell maintenance to your clients at your own price. We do the work invisibly, to the same standard as our own clients, and report it under your name.
| You (the agency) | Us | |
|---|---|---|
| Client relationship | Own it completely: pricing, contract, calls and invoices. | Never contact your clients, under a written non-solicit. |
| Maintenance work | Nothing, unless you want to. | Staging-tested updates, daily off-site backups, monitoring, security hardening. |
| Reporting | Forward it, or rewrite it in your own voice. | A monthly report per site, under your brand. |
| Client requests | Pass them on through the escalation channel. | Handle them from support hours, or quote first if they're out of scope. |
| Emergencies | Tell your client it's in hand. | Response target: 2 hours in business hours, 4 hours outside, nights and weekends included. |
| Working hours | Yours, as usual. | 9am–6pm US Eastern, Monday to Friday; first response within one business day. |
| Margin | Yours. You set the client price. | $119 per site from five sites, store sites $249; 25 or more priced on a call. |
What's included
What white label WordPress
maintenance includes, and how often.
"Updates, backups and security" is what every provider lists. What matters is how often each thing happens and what you can tell a client about it. This is what every site in your portfolio gets.
| How often | What happens on each client site | What you can tell the client |
|---|---|---|
| Continuously | Uptime and SSL monitoring, with alerts that count as emergencies routed to the emergency target. | "Your site is watched around the clock." |
| Every day | An off-site backup, stored away from the client's server. | "If anything goes wrong, there's a recent copy that isn't on the same server." |
| Every update | Core, plugin and theme updates tested on a staging copy first, then applied and checked on the live site. | "Nothing is updated on your live site until it's been tested." |
| Ongoing | Security hardening, malware scanning and performance regression checks. | "Security and speed are checked, not just set once." |
| Every month | 2 support hours for changes and fixes, and a written report under your brand. Unused hours roll over for one month. | "Here's everything we did for you this month." |
| Every year | One hack cleanup included, for a hack that happens while the site is on the plan. | "If the site is hacked while it's on the plan, one cleanup a year is covered." |
| When it's urgent | Site down, hacked or checkout failing: 2 hours in business hours, 4 hours outside, nights and weekends included. | "It's already being handled." |
Why agencies outsource it
Maintenance is recurring revenue
that breaks your build schedule.
Care plans are the most predictable income an agency has, and the most disruptive work to do in-house. A plugin conflict on a client site lands in the middle of a launch week.
What your clients see
What your clients see,
and what they never do.
White label only works if the client's experience is entirely yours. Some providers add their own dashboards and logins to the mix. We keep it simpler: the client deals with your agency, and nobody else.
| Your client sees | Your client never sees | |
|---|---|---|
| Reports | A monthly report per site, under your brand, sent by you. | Our name, our logo or our invoice. |
| Requests | Your team, the same way they ask for anything else. | A second helpdesk, portal or login to learn. |
| Calls | Your account manager. | Us. Client-facing calls stay with your agency. |
| Invoices | Your invoice, at your price. | Our rate, or any extra work billed to them directly. |
| Incidents | Your update that it's in hand, then a written account of what happened. | The engineer, unless you choose to introduce us. |
Selling it
How to price white label
maintenance to your clients.
Your cost is one flat per-site rate, so the margin on every care plan is simply your client price minus that rate. The harder question is what to charge, and that should follow the client's risk, not our cost.
Plans and pricing
White label WordPress maintenance
plans and pricing.
One white label maintenance service, one rate: $119 per site per month from five sites, for Care + Secure under your brand. Store sites stay on Store Care at $249, because every update is tested against checkout. Portfolios of 25 or more sites are priced together on a call. Month to month, 30 days' notice. Sell it as your own care plans, at your own price.
| Site type | Your cost per site, per month | What's included |
|---|---|---|
| Business or brochure site | $119 | Care + Secure, white-labelled: staging-tested updates, daily backups, monitoring, security, 2 support hours and a monthly report under your brand. |
| Store (WooCommerce) | $249 | Store Care, white-labelled: everything above, plus checkout, payments and stock tested after every update and 6 support hours. |
| 25 or more sites | Priced on a call | The same service, on one portfolio rate. |
Example · illustrative: 15 business sites cost you $1,785 a month. Sold at $199 each, inside the $50 to $500 market range, that leaves you $1,200 a month. Website maintenance market ranges →
Getting started
Bringing a client portfolio
across, site by site.
Start with five sites, see how the work and the reports land with your clients, then bring the rest across.
Send the site list
Addresses, platforms and anything you already know is wrong. We reply within one business day with the full written partner terms (see our white label agreement).
A written review of each site
Platform, update backlog, backups and security status, so you know which clients need catch-up work before regular maintenance starts.
Fix the backlog, quoted first
Any site that's far behind is brought up to date as a fixed-fee job you can pass on to the client or absorb.
Maintenance under your name
Monthly work, monthly reports under your brand, and one escalation channel for every client request.
Boundaries
What's in, and what stays
with your agency.
Clear edges are what make white label website maintenance work long term, for you and for us. This is where the line sits on WordPress support for agencies.
Agency rates: the Agency plan is $119 per site per month from five sites, store sites at $249, and portfolios of 25 or more priced on a call. See agency pricing →
Choosing a partner
Three questions to ask any white
label maintenance provider.
Your clients will judge your agency by work you didn't do yourself. These three are specific to maintenance; the full list is in our guide to choosing a white label partner.
Looking for a partner for builds and custom work as well as maintenance? White label web development for agencies →
Who you're dealing with
Who works on your
clients' sites.
You're handing someone the keys to your clients' websites. You should know who they are.
Naveen Kumar
Founder & lead engineer · Based in Chennai, India, working 9am–6pm US Eastern with agencies across the US, UK, Europe and Australia
I built and ran WordPress, WooCommerce and custom-coded sites for clients directly for years before starting PixelGravitas — writing the code, managing the servers, staying on call when something broke. When a client site goes down, you're talking to the lead engineer responsible for fixing it, not a support queue. More about how I work →
Questions, answered
White label WordPress support
and maintenance: common questions.
What is white label WordPress support?
White label WordPress support, also called white label WordPress maintenance, means a specialist maintains your clients' WordPress sites while you keep the client relationship and your brand on everything the client sees. You set the price and invoice the client; the work and the reporting happen under your name. Agencies also call it white label WP maintenance, or a white label WordPress care plan when it's resold as a monthly package.
What does white label website maintenance include?
Care + Secure coverage on every client site: staging-tested updates, daily off-site backups, continuous uptime and SSL monitoring, security hardening, malware scanning, 2 support hours a month, a hack cleanup a year (for a hack while the site is on the plan; a client site that arrives already hacked is cleaned first at the fixed fee) and the 2-hour / 4-hour emergency target, plus a monthly report under your brand and a direct escalation channel.
Will you ever contact my clients, or can they see who does the work?
No, and not unless you tell them. There's a written non-solicit, reports carry your brand, and client-facing calls stay with your agency. We work through you and your escalation channel.
How many sites do I need?
Five or more, at $119 per site per month: the same published rate for every agency. Store sites in the portfolio stay on Store Care at $249, and portfolios of 25 or more sites are priced together on a call. With fewer than five, our standard plans cover each site until the portfolio grows.
How should we price white label maintenance to our clients?
Price to the client's risk, not to our cost. A brochure site, a lead-generating business site and a store carry very different risks when an update goes wrong, so most agencies sell two or three tiers. Your cost is one flat per-site rate ($119, or $249 for a store), so your margin on each plan is your client price minus that rate.
Do you maintain WooCommerce stores for agencies?
Yes. Stores need every update tested against checkout, payment gateways and stock, so store sites in an agency portfolio stay on Store Care at $249 per site rather than the $119 Agency rate.
What hours do you work?
9am to 6pm US Eastern Time (ET), Monday to Friday, from Chennai, India. Every request gets a first response within one business day, and emergencies such as a client site that's down or hacked have a target of 2 hours in business hours and 4 hours outside them.
What if a client site is years out of date?
It gets a written assessment first, then a fixed-fee catch-up quote you can pass on or absorb. Regular maintenance starts once it's stable.
Can you take over sites another agency built?
Yes. Taking over sites built by someone else is a normal part of onboarding a portfolio, and the assessment covers what's there before we touch it.
Do unused support hours roll over?
Yes, for one month. Each site's unused support hours carry into the next month, then expire.
Is there a long-term contract?
No. It runs month to month with thirty days' notice and no exit fee, sites can be added or removed as your client list changes, and every credential comes back within 48 hours if you leave.
Do you do white label development too?
Yes. New builds, redesigns and feature work are quoted to you as a fixed price, under the same non-solicit.