What White Label Tracking does

White Label Tracking is a UK-headquartered (Cardiff) software company — with a regional office in Nairobi, Kenya — that operates a cloud-hosted, multi-tenant GPS telematics and fleet management SaaS platform sold exclusively on a white-label basis to resellers and channel partners. Founded in 2008 and commercially operating since 2010, the company serves tracking service providers, fleet management companies, IoT/M2M service providers, private security firms, telcos, and asset finance institutions across the UK, East Africa (Kenya, Uganda, Tanzania, Zambia), Southern Africa (South Africa), and additional global markets.

The platform is built on a horizontally designed software architecture running across 70+ cloud servers and is fully rebrandable, allowing partners to operate under their own brand across web, admin, and mobile (iOS/Android) applications. Core technical capabilities include real-time vehicle and asset tracking, geofencing, driver scoring, fuel management, CAN bus monitoring, cold chain monitoring, EV battery management, video telematics (with ADAS/DMS), BLE beacon tracking, crash reconstruction (FNOL), a Platform Billing module, and a comprehensive REST API plus MQTT data forwarding. The platform supports over 2,000 device variants from 100+ hardware manufacturers, including platinum-tier integration with Teltonika Telematics and Howen Technologies.

The business model is B2B SaaS: partners pay a subscription/license fee for access to the white-label platform, then resell it under their own brand at pricing they control, capturing 100% of the end-customer relationship and revenue. Pricing is flexible and quote-based, supplemented by a self-serve 30-day free trial with expert onboarding support and a pay-as-you-grow commercial model. Distribution is entirely channel-led — no direct-to-end-consumer sales — with go-to-market supported by content marketing, SEO, video tutorials, a knowledgebase, and participation in industry events such as the Teltonika Telematics Summit 2025. The company has 51–100 employees, is privately held and founder-controlled, and reports no external institutional capital or acquisitions in the source data.

Name

White Label Tracking

Legal name

WhiteLabel Tracking

Website

https://whitelabeltracking.com

Company type

Private

Founded year

2008

Operating status

Operating

Headcount range

51–100 employees

Ownership category

akta.pro rank

Product category

GPS Telematics Software

NAICS

Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (518)

SIC

Services-Computer Programming, Data Processing, Etc. (7370)

akta.pro primary industry

Fleet, Asset Tracking & Telematics Location Platforms (BPAMANAF)

Keywords

• GPS tracking platform
• Fleet management software
• White-label telematics
• Asset tracking solutions
• IoT monitoring platform

Headquarters

HQ city

Nairobi

HQ country

Kenya

HQ region

Africa

Offices2 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

Technology or R&D, Infrastructure, Personnel, Marketing or Sales, Operations

Revenue model

1. SaaS Subscription - White-Label Platform Licensing: Partners (tracking service providers, fleet management companies, IoT companies, security firms) pay for access to the white-label GPS tracking platform and resell it under their own brand. Partners set their own pricing for end customers and capture 100% of the customer relationship and revenue. The company generates revenue from the subscription/license fee paid by partners. Pricing is flexible and partners can create custom pricing plans bundled with IoT services, sold as monthly, quarterly, or annual subscriptions.
2. Platform Billing - Reseller Sub-billing: Platform Billing module allows resellers to assign assets to plans, set next payment dates, and manage client billing. This enables resellers to bill their end customers through the platform and take a margin on the service. Supports segmentation of pricing by fleet size or industry.
3. API & Integration Services: Comprehensive API for integration of third-party software. Partners and integrators can use the API to connect the tracking platform with ERP, CRM, and other business systems, generating integration-related service revenue for WhiteLabel Tracking through extended usage and enterprise deals.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels6 records

Core offering

White Label Tracking provides a cloud-hosted, fully rebrandable white-label GPS telematics SaaS platform that resellers (tracking service providers, fleet management companies, IoT companies, security firms, telcos, and asset finance companies) use to launch and operate their own branded GPS tracking, fleet management, and asset tracking services. The platform supports any of 2,000+ GPS tracking devices, runs on 70+ cloud servers, and includes real-time tracking, driver scoring, fuel management, video telematics, cold chain monitoring, EV battery management, geofencing, and a REST API for integrations. Partners capture 100% of the end-customer relationship and revenue while paying White Label Tracking a recurring subscription/license fee.

Product overview

White Label Tracking is a white-label GPS telematics platform offered as a unified SaaS solution for fleet management, vehicle tracking, and asset tracking service providers. The core platform consists of the White Label Tracking Web App for end-customer use, an Admin Panel for reseller client management, Mobile Apps for iOS and Android, and API & Data Forwarding for third-party integrations. The platform is designed so that resellers retain full brand control with hidden WhiteLabel identity from end-clients. The white-label architecture supports over 2,000 tracking devices from various manufacturers, operates from 70+ cloud servers, and includes capabilities for fuel management, driver scoring, cold chain monitoring, video telematics, and IoT sensor integration.

Differentiator

Problem solved

Functional benefit

Products and services

• White Label Tracking Platform A white-label, cloud-hosted GPS telematics SaaS platform that resellers use to provide fully branded vehicle tracking, fleet management, and asset tracking services to their own customers. Supports any of 2,000+ tracking devices and operates across 70+ cloud servers with real-time tracking, geofencing, driver scoring, fuel management, video telematics, cold chain monitoring, and EV battery management.
• White Label Tracking Web App Browser-based end-user tracking application with advanced features and customizations for monitoring vehicles, assets, and IoT devices in real time. Fully rebrandable per reseller and used by end customers of partner resellers.
• White Label Tracking Admin Panel Admin interface giving resellers full control over all clients, devices, billing, multi-level user roles, permissions, bulk asset upload, audit trails, configurable dashboards, and sub-reseller management.
• White Label Tracking Mobile Apps Fully branded iOS and Android mobile applications (GPS Monitor Plus) for real-time tracking, alerts, and fleet management on mobile devices, distributed under the reseller's brand via Play Store and App Store.
• API & Data Forwarding REST API plus MQTT data forwarding for integration with third-party systems, ERP/CRM platforms, custom software, and GPRS/SMS device commands, with webhook automation.

Quantifiable outcome

• Recovery rates increased from 75% to 99% for asset finance customers in East Africa using BLE beacon backup combined with primary GPS tracking
• +4 more outcomes

Named customers5 records

Segments8 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Feature13 records

Partnerships

Four partnerships are on record, tiered core.

• Teltonika TelematicscoreTechnology or Integration · 1 October 2025WhiteLabel Tracking is a platinum partner of Teltonika Telematics, collaborating on reliable and scalable telematics solutions. The partnership provides integration with Teltonika's hardware devices (FMC640, FMC650, TMT250, FMX640/650, DualCam, DSM, Iridium, and custom protocols) and enables the crowd-sourced BLE beacon detection network used for asset recovery in East Africa. Over 100,000 Teltonika trackers in operational regions support the backup beacon tracking feature.
• Howen TechnologiescoreTechnology or Integration · 1 June 2025Partnership with Howen Technologies to integrate advanced video telematics solutions into the WhiteLabel Tracking platform. Integration includes ADAS (Advanced Driver Assistance Systems) and DMS (Driver Monitoring System) powered dashcams. Teams from Howen Technologies visited WhiteLabel Tracking's Nairobi offices to advance the collaboration. Video telematics enables crash reconstruction (FNOL), real-time and event-based video monitoring, and fleet safety features.
• 100+ GPS Hardware ManufacturerscoreTechnology or IntegrationWhiteLabel Tracking has integrated with over 100 GPS tracking device manufacturers supporting 2000+ device variants. Key partners include AIS140, Teltonika, Concox/Jimi IoT (GT06N, JC261, JC400), Coban, TopFlyTech (T8603, T9603), Queclink (GL300, GL100), Suntech, Ruptela, Galileo Sky, Calamp, Globalsat, Garmin, and many others. Integration is ongoing with new manufacturers added regularly.
• Teltonika EYE BeaconscoreTechnology or IntegrationIntegration with Teltonika EYE Beacons for backup tracking. These Bluetooth-enabled beacons with up to 10-year battery life can be hidden within vehicles and emit unique identifiers picked up by nearby Teltonika devices (100-meter range), even if the primary tracker was removed. This forms a crowd-sourced detection network enabling 99% asset recovery rates in East Africa deployments.

Scale indicators8 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Fleet Complete: Fleet Complete offers a connected fleet and asset management platform with white-label capabilities for resellers and telcos. The company serves similar customer segments including commercial fleets, telcos, and asset finance, with comparable hardware integrations.
• GoTrack: GoTrack provides GPS fleet tracking software with white-label and reseller programs targeting small to mid-sized telematics service providers. Its emphasis on simplicity and partner economics overlaps with WhiteLabel Tracking's mid-market focus.
• Position Logic: Position Logic is a white-label GPS tracking platform serving telematics resellers with hardware-agnostic architecture and partner enablement. The company is now part of the Geotab ecosystem, but historically competed directly in the same channel as WhiteLabel Tracking.
• Gurtam (Wialon): Gurtam operates Wialon, one of the largest white-label GPS tracking and IoT platforms globally, hosting over 4 million vehicles. It is the closest direct competitor to WhiteLabel Tracking, serving telematics resellers with similar hardware-agnostic architecture, white-label capabilities, and partner business model.
• Navixy: Navixy provides a white-label GPS tracking and fleet management SaaS platform targeting telematics service providers worldwide. Its positioning around hardware agnosticism, white-labeling, and channel partner economics closely mirrors WhiteLabel Tracking's offering.

Broad incumbents

• GPS Insight: GPS Insight is a larger, US-based fleet management and telematics platform that also offers white-label and reseller programs. It serves a broader enterprise customer base with deeper industry vertical solutions while overlapping on the channel-partner model.
• Geotab: Geotab is a leading global telematics provider with a large ecosystem of resellers and integrators leveraging its MyGeotab platform. Its scale, deep OEM integrations, and expansion into white-label partner offerings make it a significant competitive incumbent.
• Masternaut (Webfleet by Bridgestone): Webfleet (formerly Masternaut, owned by Bridgestone) is a large European fleet management SaaS provider serving enterprises and resellers. Its scale, OEM backing, and integrated telematics solutions make it a relevant incumbent competing for similar partner and end-customer relationships.
• Samsara: Samsara is a public, large-cap IoT and fleet management platform offering connected operations cloud with hardware and software solutions. While not a direct white-label platform, its expansion into partner programs and breadth of features represent competitive pressure on WhiteLabel Tracking's mid-market channel.

Emerging players

• Traccar: Traccar is an open-source GPS tracking platform supporting 200+ device protocols. While lacking the commercial polish and white-label admin depth of WhiteLabel Tracking, its free availability commoditizes basic tracking functionality for budget-conscious resellers.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat6 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/whitelabeltrack

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about White Label Tracking