White Label
Also known as: private label, rebrandable
Software built by one company and sold under another company name, so the client believes it belongs to the shop they hired.
White label means you put your name on somebody else software. Your client logs into an editor with your logo on it, at your web address, and never learns who actually made it.
For a small shop this is a real advantage. You get a product to sell without building a product, which lets you look bigger than you are.
The brand is yours. The software is not. That distinction matters on two days: the day the product changes in a way your clients hate, and the day you want to stop paying for it. On both days you are explaining something you cannot fix.
White label is not the same as ownership. It is worth keeping those words separate when you read a sales page.