With Retell, we’ve increased scheduling NPS by 38%, and filled underutilized provider capacity, allowing our team to focus on meaningful patient care instead of phone tag.
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White Label AI Receptionist for Agencies, Resellers, and MSPs
5.0
ON G2
For agencies, resellers, and MSPs that sell a front desk to small businesses. Each client gets an AI receptionist that answers their number with the name, voice, and greeting you choose, books on their calendar, takes messages, and transfers callers to their staff. Every client sits in a separate workspace with its own billing, so you set the price. Start with one client, then repeat the setup.
Trusted by over 4,000 businesses powering 100+ million calls per month.
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How It Works
Launch a white label AI receptionist for a new client in four stages, from the client's website to live calls on their number.
Build the client's receptionist
Create a workspace for the client, load their website and service list into a knowledge base, write their greeting, hours, and booking rules, and connect their calendar, such as Cal.com, Calendly, or a GoHighLevel sub-account.
Test with the client's real questions
Run simulated calls for booking, rescheduling, price questions, an urgent job, and a caller who insists on a person, and grade every run before the client's customers call.
Put it on the client's number
Import the client's number over a SIP trunk, or have them forward calls from their carrier, and set a fallback number that rings the business if the workspace ever reaches its call limit.
Report calls and bill the client
Each call is transcribed and summarized in the client's workspace, the fields you track, such as booked, message taken, or transferred, feed the report you send, and usage and invoices are tracked for that client alone.
Use Cases
What a white label AI receptionist handles for each client
Answer every call on the client's own number
Need every call to the client's business answered, including the ones that arrive together and the ones after close. The receptionist greets callers with the business name and answers questions about services, hours, location, and prices from a knowledge base built from the client's website, and URL sources can refresh every 24 hours so changes reach the agent. Calls arrive on the number the client already has, imported over SIP or forwarded from their carrier. See how an AI receptionist covers a front desk.
Book appointments on each client's calendar
Need callers booked on the call, not promised a callback. The receptionist checks open times and books during the conversation: Cal.com and Calendly connect natively, and on GoHighLevel each sub-account connects on its own, so the agent books that location's calendars and updates the contact. Pass the client's time zone so "tomorrow at nine" means their tomorrow, and write their booking rules, such as fixed arrival windows or no same-day jobs, into the prompt. More on booking appointments.
Take messages that reach the owner
Need complete messages that reach the owner quickly, not voicemails nobody checks. The receptionist collects the caller's name, number, and reason, and post-call extraction turns each call into the fields you define, such as urgency or job type. Webhooks send the result to the client's CRM or job system, and on an SMS-enabled number the agent can text the message to the owner's phone during the call. With contact memory on, the next time that caller rings, the agent knows what is still open.
Transfer to the right person, or take a message
Need urgent calls in front of a person and everything else handled. The receptionist sorts callers, for example new and existing clients at a law office, and transfers each to the right staff line, and a warm transfer can brief the person who answers in a whisper the caller does not hear. Business hours can steer the routing, and in a conversation flow a transfer that does not connect follows its own path, so the agent takes a message instead of dropping the caller. See call transfer.
The client's name and voice on every call
Need the receptionist to sound like part of the client's business. You name the agent, write the greeting in the client's words, and choose a voice from the library or add a voice clone, and an agent can work in more than one language for clients whose customers call in Spanish or French. On outbound callbacks, branded caller ID on US numbers can show the business name once a business profile is verified. The full reseller setup is on white label AI voice agents.
Onboard and bill each client separately
Need a setup you can repeat for the tenth client without touching the other nine. Create one workspace per client in the dashboard, so agents, numbers, knowledge bases, API keys, and invoices stay apart, and use that workspace's API key to script the same receptionist into each new client. Invite the client as a Member to view their calls and analytics read-only. The platform cost is that workspace's bill, and your price on top is your call. How agencies price AI voice agents compares models.
Built for Contact Centers, Not Demos
Retell is the AI Voice Platform Enterprise Contact Centers Run On
Retell lets you build, test and deploy AI phone agents that handle real call volume, so your team spends its time on the conversations that need a person.
Feature
Why agencies and MSPs choose Retell AI for white label receptionists
A receptionist per client, built from their website
Every client's business is different, so each receptionist starts from that client's own content. Point a knowledge base at their website, add a service list or price sheet as a document, and turn on auto-refresh so URL sources are fetched again every 24 hours. Hours, booking rules, and the transfer list go in the prompt.
The same setup, repeated by script
Reselling pays when onboarding repeats. Each client workspace issues its own API key, so the receptionist you refined for one client can be created in the next through the API or SDK, then edited for that business. Agent versions let you test a change on a draft before the client's callers hear it.
Each client's calendar and CRM, connected in their workspace
Clients run different tools. Native integrations for GoHighLevel, HubSpot, Salesforce, Zoho CRM, Cal.com, and Calendly look up contacts and book during the call, custom functions reach any other API, and webhooks send each call's result to the system that client already uses.
Live on the client's number, in their own workspace
Clients keep the number their customers already dial. Import it over a SIP trunk or forward it from their carrier. Pay-as-you-go workspaces include 20 concurrent calls each, so one client's busy morning never takes another client's lines, and a fallback number catches calls if a workspace reaches its limit.
A report every client can read
Clients renew on results they can see. Post-call extraction records the fields you define for each client, such as booked, message taken, or transferred, the analytics dashboard charts them, and alerts tell you when a client's booking or transfer rate drops. Usage and invoices are tracked per workspace.
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- Hubspot
- Twilio
- Vonage
- Go High Level
- n8n
- Zapier
- Salesforce
- Hubspot
- Twillio
- Vonage
- Go High Level
- 8n8
- Zapier
- Salesforce
- Avaya
- Genesys
- Five9
- Amazon Connect
- Telnyx
- Make
- Cal.com
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- Avaya
- Genesys
- Five9
- Amazon Connect
- Telnyx
- Make
- Cal.com
Pricing
Cut Costs by 90% with AI phone Agents
Pay as you go
$0 to start.
$0.07–$0.31 per minute – Pay only for what you use.
60 mins of free access.
20 concurrent calls.
10 Free Knowledge Bases.
Enterprise Plan
For companies with large volumes, data or deployment requirements, or support needs.
White glove service for your use case.
Premium support with dedicated solution engineer teams.
Custom pricing and concurrent calls based on your needs
FAQ
Frequently asked questions.
What is a white label AI receptionist?
An AI receptionist you sell to your clients under your own brand or theirs. It answers the client's phone, handles common questions, books appointments, takes messages, and transfers calls, while callers hear the business name and voice you set. On Retell, each client runs in its own workspace with its own billing, and you set the price you charge.
Can I rebrand the receptionist as my own product?
Yes, on the calls and in what you sell. Callers hear the agent name, voice, and greeting you set, on the client's own number, and you name and price the product yourself. The Retell dashboard itself is not rebranded, so agencies that want a client portal build one on the API or use a white-label dashboard tool from the App Partner Directory.
How do I set up a new client?
Create a workspace for the client in the dashboard, since workspaces are not created through the API. Inside it, build the receptionist or script it with that workspace's API key, add the client's website and documents to a knowledge base, connect their calendar, and import or forward their number. Run simulated calls on the client's common questions before the number goes live.
Can my clients see their own calls?
Yes. Invite the client's team into their own workspace with the role you choose. Members get read-only access to agents, analytics, and scrubbed call history, Developers can build and test but not manage billing, and Admins control billing and users. Keep the Admin role with your team if you handle the client's billing.
How much does a white label AI receptionist cost?
Retell charges per minute of conversation, from $0.07 per minute, depending on the language model, voice, and telephony you choose. Each client workspace is billed for its own usage, and what you charge your clients on top, such as a monthly fee per location, is up to you. Pay-as-you-go needs no contract, and Enterprise plans have custom pricing for high volume. See pricing for your mix.
Can I sell it to clinics and law offices?
Yes, with the right settings per client. Healthcare clients need a signed Business Associate Agreement before patient data goes through Retell, and it is self-signed at no extra fee. An output guardrail can replace regulated legal, medical, or financial advice in the agent's reply with a safe line, so the receptionist books a consultation instead of answering the question, and retention and PII settings are set per agent.
