Comparisons

White label reviews widget: what agencies actually need

22 September 2026 · JustReview

A white label reviews widget is a review widget that carries your client’s brand and not the vendor’s: no vendor logo under the reviews, no link back to the vendor’s site, nothing in the embed that sends your client looking for the tool behind it. For an agency that is the baseline, not the feature. The harder questions are how many client sites one account may serve, what happens to the reviews feed when it serves several, and who holds the subscription when the client leaves. We can answer those with numbers from our own production database rather than from a feature grid, because agencies are already doing this on our platform and the shape of what they do is measurable.

What white label actually removes, and what it does not

In JustReview the white label control is a single toggle in every widget editor, labelled Show JustReview logo. Switch it off and the rendered widget has no vendor mark and no outbound link. The toggle is gated in code on three roles, Plus, Pro and Ultimate, and the gate is identical in all four widget editors (Testimonials, Stars, Summary and Reviews Page), so there is no widget type where the branding is stuck on a paid plan. On the free plan the toggle renders at half opacity and is disabled. That puts the cheapest route to a genuinely unbranded widget at the Plus plan, EUR 9 per month, which also lifts the review store to 1,000 reviews and unlocks nine review sources. The full ladder is on the pricing page.

What the toggle does not do is hide the product from your client. There is no reseller shell, no vendor-neutral login page and no sub-account tree: a search of the panel and API code for account switching, impersonation or sub-account mechanics returns nothing, because none exists. So “white label” here means the public artefact is unbranded, while the dashboard is still the dashboard. If your client must never see the vendor name at all, the workable arrangement is that you keep the login and the client gets the output: the widget, a reviews page, a monthly export. That is a business decision about who holds the account, and it is worth making before you sell the retainer rather than after.

What agency accounts look like in our own database

Every JustReview account carries a list of domains where its widget is meant to run. That list is the closest thing we have to a fingerprint of agency work, so on 22 September 2026 we counted it. Of 11,695 accounts, 9,614 have at least one domain on the list. After discarding localhost, bare IP addresses, .local and .dev hosts, our own domains and same-brand country variants such as brand.pl alongside brand.com, 296 accounts have two or more genuinely different brand names on one login.

Two things in that set matter more than the headline. First, only 132 of the 296 are on a plan that can switch the logo off (66 Ultimate, 61 Pro, 5 Plus); the other 164 sit on the free plan, which means every client site they serve is currently carrying our mark. If you are reselling, that is the detail to check before the first invoice goes out.

Second, and more telling: of the 296 accounts, 240 have connected at least one review source, and between them they hold 483 connectors, a median of two. 114 of those 240 accounts, 47.5%, have exactly one connector while serving two or more brands. One review source, several client domains. Whatever those agencies intended, the widget on each of those sites is showing the same reviews, because the widget query selects reviews by account and by source, never by profile.

For contrast, the other way of putting several businesses on one account is multiple profiles inside one source, and almost nobody uses it: across the whole database only 18 accounts run two or more Google profiles and 12 run two or more Facebook pages, and zero accounts have the per-service profile cap raised above the default. The agency pattern in our data is many domains on one account, not many profiles on one account. We wrote up the profile route separately in multi location reviews widgets.

One account for many clients, or one account per client

Both models work technically. They fail differently, and the failure mode is what you are choosing between.

The shared review limit is the part that surprises people. An agency on Pro with ten clients is not buying ten times 10,000 reviews; it is buying 10,000 reviews to divide between them, and when the cap is reached the oldest reviews are the ones that stay visible. If those clients are unrelated businesses, one account per client is the correct answer even though it looks like more admin, and you can still take the margin.

The checklist that matters when you resell a reviews widget

Ranked by how often it is the thing that actually bites, not alphabetically:

1. Is the branding removable on every widget type, or only the flagship one? Ask for the cheapest plan that removes it, then check the widget you actually plan to embed.
2. Is the review allowance per account or per source? A shared cap across a portfolio is a different product from a cap per client.
3. Are domains and page views metered? On our plans both are unlimited, including the free plan, so a busy client site does not create a surprise bill.
4. How often do reviews refresh? Ours re-import every 24 hours on all plans; a widget that refreshes weekly will show a stale count on a client’s homepage.
5. How does a client leave? If the answer requires exporting and re-importing, build that into your offboarding, or keep one account per client from the start.
6. Is there a commission path, or only a discount? A per-seat discount ends when you stop selling. A recurring commission does not.
7. Which sources does the client actually need? Check the list of supported sources before you promise a marketplace or a booking platform, and use the universal source tutorial for anything exotic.

Where JustReview fits, and where it does not

The reason to run client work here is that the two things agencies get charged extra for elsewhere are cheap or free with us: removing the logo starts at EUR 9 per month on Plus, and domains and page views are unlimited on every plan including the free one, so you can stand a client’s widget up before the retainer is signed. The install is a single script tag, documented per platform, and the same embed drives our Google reviews widget that the rest of the site is about. If you would rather not hold the subscription at all, our affiliate program pays 30% of every payment for as long as the client stays, which for a portfolio of ten mid-plan clients is a recurring line rather than a one-off referral fee. You can open an account and test the toggle on a real client site today.

Now the caveats, because you will hit them in week two rather than month six. There is no agency dashboard: no client list, no account switcher, no single invoice across accounts, so ten clients means ten logins in your password manager. Several profiles inside one source are Ultimate only and capped at five per source. Review curation, hiding an individual review, is Ultimate only too, which matters if a client expects you to manage what appears. And the review feed is per account, so the one-account-many-brands shortcut that 296 accounts in our database are currently taking will keep doing exactly what it does today: show the same reviews on every site it is embedded on.

If your portfolio is a brand family with shared reviews, take the shortcut deliberately and buy the plan that removes the logo. If your clients are unrelated businesses, spend the extra ten minutes per client on a separate account, switch the logo off on each, and either re-bill the subscription or take the commission. The measured pattern in our own data says most agencies picked the shortcut without meaning to, and their clients’ sites are showing it.