For agencies and resellers
A white label AI chatbot you can sell to every client
The Ethora website assistant answers visitors from each client’s own pages and documents, collects leads with guided flows, hands off to staff and speaks 30+ languages. As a partner you put it on every site you manage, under your brand, at your price. We host it, update it and support you; you keep the client and the margin.
What your client gets
An assistant that knows their business
Point it at the client’s website and documents. It indexes them, answers in the client’s voice, and keeps itself up to date.
Answers from their own content
Pages, PDFs and FAQs are indexed into a knowledge base; answers cite the source instead of guessing. Re-indexing runs on a schedule so a price change on the site reaches the assistant.
Guided flows and lead capture
An opening menu, an appointment request, an intake questionnaire or a quiz: visitors tap buttons, the assistant collects the details, and the result goes to the client’s team.
Human handoff
When the visitor asks for a person, or the question is outside policy, staff join the same conversation with the full transcript from the admin panel or the mobile app.
Every language the visitor speaks
The assistant answers in the visitor’s language and the widget strings follow; the client’s team reads it in theirs. Spanish and French Canadian are already in use by customers.
Branding per client
Each client site gets its own look, from one admin
Every client is a separate App in your admin panel with its own colours, launcher, assistant name and avatar, language and knowledge base. Your team changes any of it without touching the client’s site; on a white label server the admin itself carries your logo and domain.
Three ways to host it
Our cloud, a server we run for you, or your own
The same product and the same admin in all three. Pick by how much brand you want on it and where your clients’ data has to live. You can start on the cloud and move to a dedicated server when the client count justifies it.
Option 1
Ethora Cloud, multi-tenant
One partner account on our cloud, one App per client site. Nothing to run. Start today with the free plan.
- Your colours, name and avatar on every widget
- Ethora admin panel and domain
- AI Assistant plan per site, at your wholesale discount
- Hosted in the US; EU on request
Best for: the first ten clients, small businesses, fast pilots.
Option 2
Dedicated white label server, run by us
Your own Ethora server on a domain like app.chat.youragency.com, with your logo in the admin and in the emails. We install, monitor, back up and update it.
- Unlimited client Apps on your server
- Your brand on the widget, the admin, the domain and the emails
- Region of your choice, HIPAA and SOC 2 compatible configuration
- 50/50 revenue share after hosting costs, or a flat platform fee from $299 a month
Best for: agencies with a client base ready to go, healthcare and other regulated verticals.
Option 3
Self-hosted, provisioned by you or the client
Install Ethora Core from AWS Marketplace, Azure Marketplace, Docker or Helm on infrastructure you or the client control. You run it; we license the Enterprise modules and support you.
- Data never leaves the client’s perimeter
- Bring your own OpenAI key, or a local model for private AI
- One-click images and a compose bundle, documented at Get Ethora
- Enterprise licence and support, no per-site fee
Best for: IT consultancies, MSPs, clients with their own cloud account or on-premise rules.
Where the data goes
Leads and transcripts land where your client already works
Agencies that resell a CRM asked for this first: the assistant should feed the same pipeline as the website forms. It does, in four ways.
Webhook to your CRM
When a conversation ends, or a flow such as a quiz or an appointment request completes, a webhook posts the transcript and the collected fields to GoHighLevel, HubSpot, Zapier, Make or your own endpoint.
Admin panel and CSV export
Every conversation with its transcript, visitor page, language and outcome, filterable per client App, exportable to CSV for reporting to the client.
API and MCP
Pull transcripts and leads programmatically, or let your own AI agents manage client assistants through the Ethora MCP server: create an App, index a site, set the appearance, read conversations.
Direct database access
On a dedicated or self-hosted server the conversation archive is a MySQL database you can query, back up and retain on your own schedule.
Installing for a client
Live on a client site in under ten minutes
Written for the person who edits the client’s website, not for a developer.
Create the client App
In your admin panel, one App per client site. Name it, set the colours and the assistant’s name and avatar.
Index their site
Paste the client’s URL. The assistant crawls the pages, builds its knowledge base and re-indexes on the schedule you set. Add PDFs or FAQs if the site is thin.
Pick the flows
Start from a template: opening menu, appointment request, lead capture, intake questionnaire. Edit the questions to match the client.
Install the widget
Paste one script tag before the closing body tag, or install the official WordPress plugin and enter the App id. Shopify and other builders work the same way.
Connect the CRM and register the client
Add the webhook URL for the client’s pipeline, test one conversation, and register the client as yours. Wholesale billing starts when the site goes live.
Regulated clients
Clinics, firms and insurers can have it too
Most agency partners came to us from healthcare: eye surgery, dental and other practices in the United States, medical centres in Europe. Their questions were about where the conversations live and who can read them, not about features.
Ethora is HIPAA and SOC 2 compatible when configured and hosted accordingly: a dedicated or self-hosted server in the client’s region, encryption in transit and at rest, configurable retention, an audit trail, a Trust and Safety layer that can remove sensitive data a visitor shares by accident, and a signed BAA on Enterprise. The language model can be OpenAI under a zero-retention agreement or a model running inside the client’s own environment.
- Dedicated or self-hosted server per partner or per client
- BAA on Enterprise, retention and audit configurable
- Local model option for private AI
- Data residency: US, EU, Canada, or the client’s own cloud account
How agencies price it
Buy at wholesale, sell at your price
The AI Assistant plan is $49 a month per site at list and includes the assistant, AI usage, 30+ languages, scheduled re-indexing and standard support. Resellers pay 30% less from the first site, 40% less at five live sites and 50% less at ten. Most agencies bill it at $79 to $149 inside the retainer, or bundle it with a setup fee.
On a dedicated white label server the AI usage is pooled across your clients and either shared 50/50 after hosting costs or covered by a flat platform fee. Business and Enterprise plans for larger clients carry the same partner discounts.
Compare the three partner tracks or ask for the price list in your currency.
| AI Assistant plan, per client site per month | USD |
|---|---|
| List price on ethora.com | $49 |
| Reseller price, 1 to 4 live sites (30% off) | $34.30 |
| Reseller price, 5 to 9 live sites (40% off) | $29.40 |
| Reseller price, 10+ live sites (50% off) | $24.50 |
| Dedicated white label server, unlimited sites | 50/50 or from $299 |
Pilots are free: no charge until a client site goes live. Prices in USD, excluding taxes. The partner price list covers every plan and currency options. Читати українською.
White label AI chatbot FAQ
Answers to what agency partners asked before their first client went live.
Can each client have a different colour scheme and logo?
Yes. Each client is a separate App in your admin with its own appearance settings, assistant persona, language and knowledge base. Your team edits any of it from the admin without touching the client’s site.
Can the assistant collect leads and send them to our CRM?
Yes. Flows collect the fields you define, for example name, phone, location and type of enquiry, and a webhook posts the transcript and the fields to your CRM when the conversation or the flow ends. Agencies use it with GoHighLevel, HubSpot and Zapier; any endpoint that accepts JSON works.
Which languages does it support?
The assistant answers in the visitor’s language, 30 and more, and your client’s staff read the conversation in theirs. Spanish, French Canadian, Ukrainian and Korean are already in use on live sites.
Does it work on WordPress, Shopify and other builders?
Yes. A script tag works on any site. There is an official WordPress plugin, and Shopify, Wix, Webflow, Horoshop and similar builders take the script in their custom-code setting.
Can a healthcare client use it?
Yes, with a dedicated or self-hosted server. Ethora is HIPAA and SOC 2 compatible when configured and hosted accordingly, with encryption, audit trail, configurable retention, a Trust and Safety layer and a signed BAA on Enterprise. The clinic remains responsible for its own compliance programme.
Who pays for the AI tokens?
They are included in the AI Assistant plan for normal website traffic. On a dedicated server the usage is pooled across your clients and covered by the revenue share or the platform fee, with usage far above the allowance billed at cost. You can also bring your own OpenAI key or run a local model.
What if a client wants to leave or goes direct to you?
A client you registered stays your client for at least 12 months. If they contact us directly we refer them back to you. Clients can export their conversations at any time; there is no lock-in on data.
How do I get started?
Ask for the partner price list and a sandbox. We set up a demo App on a copy of one of your client sites, with videos and a test admin login, and the first client pilot is free until it goes live.
Go deeper
Related pages
Partner program
The three tracks, the pricing rule and what we give partners.
Partner programAI chat widget for websites
The product page: features, demo and the free plan your client can try.
Chat widgetAI receptionist
Front-desk automation for clinics and firms: triage, booking requests and handoff.
AI receptionistHIPAA compliant chatbot
What a compliant website assistant needs and how Ethora provides it.
HIPAA chatbotCase studies
AI website agents live on a mental health provider, a university course and an online store.
AI website agentsGet Ethora
Self-host from AWS, Azure, Docker or Helm when a client needs its own server.
Get EthoraPut a branded AI assistant on your first client site this week
Ask for the partner price list and a sandbox. We build the demo on a copy of your client’s site; you show it, they say yes, it goes live.
