Run an Agency on Alee: Many Client Bots, One Roster

Running a chatbot service for clients is a real business, and Alee's Agency plan is built for exactly that: many separate client bots, each fully branded as the client (not as you), all managed from one dashboard. This guide walks the full agency workflow — spinning up a per-client bot, keeping the roster organized, white-labelling each one, and the part nobody talks about enough: how you actually bill clients on top.

What the Agency plan gives you

The Agency plan ($49/mo) is the tier designed for resellers and studios. The two things that make it agency-grade:

• A roster of separate bots. The Agency plan runs 5 separate client bots from one login, each with its own knowledge brain, branding, leads and analytics. Bots never share content — Client A's bot can never answer with Client B's data. If you outgrow five, the Scale plan ($99/mo) bumps you to 10 bots from the same dashboard.
• White-label removal. You can switch off the "Powered by Alee" badge so each widget looks like it was built by your client's own team (or yours). That's the difference between reselling a product and reselling your service.

Everything below assumes you're on Agency or Scale. If you're still on Free or Pro, you can build and test the workflow first, then upgrade when you sign your first paying client.

Step 1: Plan your roster before you build

A roster is just your list of client bots, but a little planning up front saves a lot of cleanup later. Before you create anything, decide on a naming convention and stick to it across every client.

A convention that scales well:

• Bot name = the client's brand, exactly as their customers know it (e.g. "Sharma Dental", "FlexFit Gym"). This is the name visitors see, so it must be the client's, never yours.
• An internal tag or suffix for yourself if Alee lets you note it — something like a client code or onboarding date — so you can tell two similarly named bots apart at a glance in the dashboard list.

Also decide what each client's bot needs to do before you build it, because that shapes everything downstream:

• What knowledge sources will it train on? (Website, sitemap, PDFs, YouTube, pasted FAQ.)
• Does it need to capture leads, and where do those leads go? (CRM, Google Sheet, email.)
• What's the client's brand color, logo and tone?

Write this down per client. A simple spreadsheet — one row per client, columns for sources, brand color, lead destination — becomes your build checklist and your single source of truth for the whole roster.

Step 2: Create a per-client bot

Each client gets their own bot. From your dashboard, create a new bot (look for New bot / Create bot / the + on your bot list) and set it up in isolation:

1. Name it as the client. Use the brand name their customers recognize, following your convention from Step 1.
2. Add that client's knowledge sources only. Open the bot's Sources area and add a website URL or sitemap, their PDFs and documents, YouTube videos, or pasted FAQ text. Only ever add this client's content — that's what keeps the knowledge brain isolated and the answers grounded in their material, with no cross-contamination.
3. Wait for training to finish. Alee chunks each source, turns it into vector embeddings, and stores them in that bot's own index. Test a few real questions in the preview to confirm answers are grounded and cite the right sources.
4. Set the persona. In the bot's persona / system-prompt settings, give it the client's tone and rules — formal for a law firm, warm and emoji-friendly for a gym. One persona per client.

Repeat per client. Because every bot is independent, you can hand off, pause or delete one client without touching the others.

Step 3: Brand each bot as the client

This is where the white-label magic happens. A client should never be able to tell their bot runs on a shared platform. For each bot, open its appearance / widget settings and set:

• Brand color — the client's exact hex from their logo or brand kit, not "close enough". This tints the launcher bubble, the chat header and the send button.
• Avatar — the client's logo mark or mascot (square PNG, transparent background reads cleanest).
• Launcher icon — usually the same mark, so the closed bubble shows their brand before anyone clicks.
• Welcome message + starter questions — written in the client's voice, in the language their audience uses. For India-facing clients, a Hindi or Hinglish greeting ("Namaste! Kuch bhi pooch sakte hain") often converts better than stiff English.
• Remove the "Powered by Alee" badge. On Agency/Scale, switch this off so the widget is 100% the client's brand. This is non-negotiable for agency work — it's what justifies your markup.

Then embed it. Each bot has its own one-line <script> snippet. Give the client (or their developer) that single line to drop into WordPress, Shopify, Wix, Webflow, Framer, Ghost, plain HTML — even Linktree. Appearance changes you make later go live automatically; nobody re-pastes code.

Step 4: Wire up leads and actions per client

Most clients want the bot to do something, not just answer. Configure this per bot so each client's leads land in their systems:

• Lead capture — turn on name / email / phone capture inside the chat for clients who want contacts.
• Lead destination — push captured leads to the client's CRM, a Google Sheet, or an email via a webhook, or automate routing with n8n. Point each client's webhook at their destination — never mix two clients into one sheet.
• Booking links — drop the client's Calendly/booking URL into the persona so the bot shares it when someone wants to book.

Test one full lead in the preview and confirm it lands where the client expects before you call the bot live.

Step 5: Organize and run the roster day to day

Once a few bots are live, the roster is your operation. Keep it tidy:

• Use the dashboard bot list as your roster view. Each bot tile shows its name and links to that client's conversations, messages, leads, lead-rate and Top Questions.
• Check analytics per client, not in aggregate. Each bot has its own numbers. A monthly glance at lead-rate and Top Questions per client tells you who's getting value (easy renewal) and who needs attention.
• Use the question-triage inbox to improve answers. For each bot, mark incoming questions important / FAQ / answered and teach a better answer where the bot fell short. Top Questions also doubles as a content goldmine — feed recurring questions back to the client as blog or FAQ ideas.
• Re-crawl and add sources as clients change. When a client updates pricing or launches a product, open that bot's Sources and re-crawl or add the new material. The brain grows; you bill for the upkeep.

Step 6: Bill your clients (the markup model)

Alee bills you one flat fee — $49/mo for 5 bots on Agency, $99/mo for 10 on Scale. What you charge your clients is entirely up to you, and that spread is your margin. A few models that work:

• Flat monthly retainer per client. The cleanest model. Charge each client a fixed monthly fee that covers their bot, hosting, and a set amount of upkeep (re-crawls, answer tuning, a monthly report). Five clients at a modest retainer comfortably clears the $49 base.
• Setup fee + monthly. A one-time onboarding fee (you build the bot, train it, brand it, embed it) plus a smaller recurring fee for maintenance. Good when the initial build is the heavy lift.
• Tiered by usage or features. Basic clients get answers only; higher tiers add lead capture, CRM/webhook routing, n8n automation and monthly reporting. Map your tiers to the work, not to Alee's plan names.

Practical billing notes for agencies, India-aware:

• You collect from clients directly. Alee doesn't invoice your clients — you do, through your own invoicing (for India that's typically a GST invoice via your accounting tool, with UPI/bank transfer or a payment gateway). Your clients never see Alee's billing.
• Watch the message limit per plan. Keep an eye on each bot's monthly message volume against your plan so a single high-traffic client doesn't eat the shared allowance. If one client blows up, that's a signal to move them to a higher-priced tier of yours (or to upgrade your Alee plan and pass the cost on).
• Bundle reporting into your fee. The per-bot analytics and Top Questions list are the deliverable that makes a retainer feel worth it. A simple monthly "here's what your bot handled, here are the leads it captured" email is what renews clients.

A short worked example

Say you run a small agency and onboard three clients on the Agency plan:

1. Sharma Dental — train on their website + a services PDF, brand teal, capture name/phone, push leads to their Google Sheet. You charge a setup fee plus a monthly retainer.
2. FlexFit Gym — train on their site + class-timetable PDF + a few YouTube tour videos, brand green, Hinglish welcome, booking link in the persona. Monthly retainer, mid tier (lead capture on).
3. Verma Realty — train on their sitemap (many listings), brand navy, capture email, route leads to their CRM via webhook + n8n. Top tier.

Three of your five Agency slots are used, you pay Alee $49/mo total, and you invoice three clients independently at your own rates. Add a fourth and fifth client and your margin only improves; hit the ceiling and Scale doubles your roster to ten.

Tips for scaling the roster cleanly

• Templatize onboarding. Your Step 1 spreadsheet + a repeatable build checklist means each new client takes less time than the last.
• Keep brand assets per client in one folder. Logo, hex code, avatar PNG, welcome copy — so re-branding or rebuilding is instant.
• Never share a bot across clients. One bot = one client = one brain = one brand. It's the rule that keeps answers accurate and your service trustworthy.
• Review the whole roster monthly. Ten minutes per client across analytics and triage keeps every bot sharp and every renewal easy.

For more on what each tier unlocks, see features, and if a prospect is comparing options, Alee vs SiteGPT covers how the agency workflow stacks up.

Frequently asked questions

How many client bots can I run on the Agency plan?

The Agency plan runs 5 separate client bots from one dashboard, each with its own knowledge, branding, leads and analytics. If you need more, the Scale plan raises that to 10 bots from the same login.

Can clients tell their bot is built on Alee?

No, as long as you white-label it. On Agency and Scale you can remove the "Powered by Alee" badge and brand each widget with the client's color, logo, avatar and voice, so the bot looks like it was built by their own team.

Does Alee bill my clients for me?

No. Alee charges you one flat plan fee, and you invoice your clients separately at whatever rate you set — the difference is your margin. You handle your own invoicing and collection (including GST and UPI for India-based clients).

Ready to build your roster? [Start free](/signup) with Alee, set up your first client bot, and upgrade to Agency when you sign the deal.