How to set up a Retell AI white label dashboard

Say your Retell AI voice agent answers the phone for a dental practice, books appointments and qualifies leads. The practice manager still asks the same question every month: what did it actually do? A Retell AI white label dashboard answers that without a screenshot or a shared login. Each client gets their own portal, on your subdomain and in your brand, showing every call and chat their agents handled. This guide walks through the full setup in Voice AI Portal, from a scoped API key to the moment your client first signs in, in seven steps.

Why agencies white-label Retell AI reporting

The Retell AI dashboard is made for the team that designs and tests agents. It is where you write the prompt, set up the knowledge base, test flows and manage phone numbers. That is the right tool for your team and the wrong one for a business owner who wants to see last week’s calls.

Sharing your Retell AI login with a client gives them your tools and, if one account holds several clients, a view of other businesses too. Building your own reporting app on the Retell API means hosting, sign-in, branding and upkeep for every client. A white-label portal sits between the two: you keep building in Retell AI, and each client signs in to a dashboard that shows only their results, under your name.

What changes for the client is simple. They open a link on your domain, sign in with a one-time code, and see their calls, chats, outcomes and the staff time their AI voice agent covered. What stays the same for you is everything in Retell AI: your agents, your numbers, your workflows and your direct account with Retell.

What you need before you start

• A Voice AI Portal account. The setup checklist walks you from sign-up to your first branded client.
• Access to the client’s Retell AI account, ideally one account or workspace per client.
• At least one voice agent built in that account. Phone numbers are optional but recommended.
• If the client uses chat or SMS, the Retell AI chat agent that answers them.
• Access to the DNS settings for your domain, and your logo, if you want the portal on your own subdomain.

The whole setup is no-code. You copy one key, paste it and choose from lists, so client onboarding does not wait for a developer.

Set up the Retell AI white label dashboard in seven steps

1. Create a scoped API key in Retell AI

Sign in to the Retell AI dashboard with the client’s account and open Settings, then API Keys. Select Add and give the key a name you will recognise later, such as “Voice AI Portal, Acme Dental”.

A new Retell AI key has full access by default, and that works. If you prefer to give the portal only what it needs, turn on Restrict permissions. Retell AI groups permissions into Build, Monitor and Deploy, each with No Access, Read or Edit, as its API keys documentation (opens in a new tab) explains. Set these:

Permission	Access	Why the portal needs it
Agent	Read	To list the client’s agents, including chat agents
Phone	Read	To list the client’s phone numbers
History	Read, or Edit to delete conversations from the portal	To show calls and chats, recordings and transcripts
Call	Edit, only for outbound campaigns	To place outbound calls

Leave the other groups at No Access, then copy the key. Treat it like a password: the portal stores it encrypted and never shows it in full again. Our Connect Retell AI guide has the same steps, field by field.

2. Add the client to Voice AI Portal

Back in Voice AI Portal, open Clients and choose Add client. Type the client’s business name, choose Retell AI as the provider and paste the key into API key. Select Validate API Key and Load Assets.

The portal uses the key to list the agents and phone numbers in that Retell AI account. If Retell AI accepts it, you see Connected and how many of each were found. If not, check that you copied the whole key and that it has read access to Agent and Phone.

3. Choose the agents, chat agents and numbers

On the Assets step, select the voice agents and numbers that belong to this client. Their dashboard reports only on what you select here. If the client takes chats or SMS, select the chat agent too: Retell AI runs chats on a separate chat agent, and its chats load only once it is selected.

If one Retell AI account holds agents for several businesses, choose carefully. Anything you select is visible to this client. A card marked Also tracked by tells you another of your clients already reports on that agent.

4. Set the region, staff cost and outbound options

Choose the client’s country. For listed countries the currency and time zone fill in for you. Use the client’s time zone, not yours, because the dashboard, the peak-time charts and outbound calling windows all follow it.

Next, decide whether to show an estimated value for staff time handled. Receptionist pay and overheads are filled in with regional defaults you can change. Then, if the client will run outbound campaigns through their Retell AI agents, turn on outbound calling and create a bundle of agent, numbers and call template. Template presets cover lead qualification, appointment reminders and payment collections. Check the summary on Review and select Add client.

5. Point your subdomain at the portal

As the agency owner, open Settings, then White-Label, and expand Custom Domain. Enter a subdomain such as portal.youragency.com and add the CNAME record it shows at your DNS host, pointing to app.voiceaiportal.com. Select Verify Domain. SSL is issued automatically, and you can follow it from provisioning to active. If your DNS is on Cloudflare, set the record to DNS only. Full steps: Set up a custom domain.

6. Add your logo, colours and login page

With the domain verified, upload your logo (one version for light backgrounds and one for dark works best), choose a login page template from Clean, Professional, Modern and Premium, and set your brand colour. The portal uses that colour for buttons and links and adjusts it if it would be hard to read. Add a favicon and meta title if you like. See Configure your branding.

7. Invite the client

Open Client users and choose Add User, then enter the person’s name and email and assign the client. They receive a welcome email and sign in on your subdomain with an 8-digit code, so there is no password to reset. Before you send the invite, open the client and select View as client to check the dashboard exactly as they will see it. See Invite a client user.

What your client sees in their Retell AI dashboard

The overview opens with the conversations their agents handled over the last 7, 14 or 30 days, the share that were resolved, how many came in after hours and the staff time covered. Below that sit call outcomes, a chart of when customers reach out, sentiment and the most recent conversations.

Conversations lists every inbound and outbound call and every chat their selected Retell AI agents handled, newest first, each with a channel badge:

In Retell AI	In the client’s dashboard
Phone call	Phone
Web call	Web call
Web or API chat	Web chat
SMS chat	SMS

Each call opens with the recording (play or download), a transcript they can search, copy or download, and the summary, outcome and sentiment that Retell AI provides. Agents shows how each agent performs, Numbers shows which agent answers each line, and Analytics covers volume, outcomes, peak times and sentiment, with a channel filter.

What the client does not see matters as much. Conversation pages never show the Retell AI name or the cost of a call, and clients never see your API key, your settings or your other clients. Your Retell AI bill stays between you and Retell. See the client portal overview for every page.

Chats and SMS from Retell AI chat agents

Retell AI chat agents handle text conversations and, according to Retell’s chat agent documentation (opens in a new tab), can be deployed through a website widget, SMS or the chat API. You set the chat up in Retell AI, as you do today. Voice AI Portal then reports it.

The one step to remember is the chat agent. Open the client’s Client settings, go to Agents & numbers, select Refresh, tick the chat agent and select Save changes. From then on, chats appear next to calls with their transcript, summary, outcome and sentiment, and they count in the client’s totals. Once a client has chats, Analytics shows Conversations Handled instead of Calls Handled, with calls and chats counted separately. More in Set up web chat.

How staff time handled turns Retell AI calls into hours

Call counts tell a client their agent was busy. Staff time handled tells them what that was worth to the front desk. The portal counts only conversations the AI resolved:

• a resolved call earns its talk time plus 1 minute of follow-up
• a resolved chat or SMS conversation earns 3 minutes
• a call handed to a person earns half credit
• outbound calls, voicemail and calls under 15 seconds do not count

If you turn on the money estimate, the portal multiplies those hours by the receptionist cost you set, then takes off 15% so the figure leans low. The working is one click away for your client. Read How staff time handled works for the full rules.

Frequently asked questions

Can I white-label Retell AI for my agency?

Yes, at the reporting layer. You build and run agents in Retell AI as normal, and Voice AI Portal gives each client a white-label dashboard on your subdomain, with your logo, colours, login page and email sender. Each client sees only their own conversations.

Can I manage several Retell AI clients from one place?

Yes. Each client is a separate workspace with its own Retell AI key, and you switch between them from one agency login. Different clients can use different providers, too: ElevenLabs, Retell AI and Vapi all connect the same way.

Does Retell AI support WhatsApp in the portal?

Retell AI clients get calls, web chats and SMS in their dashboard. WhatsApp in Voice AI Portal is available for clients whose agents run on ElevenLabs.

Will it work with my CRM and automations?

Voice AI Portal connects to the provider account, not your CRM. Keep your CRM, calendar and automation integrations connected to your Retell AI agents as they are today; the portal shows your client the conversations those agents handled.

Try it with one client

Pick a client whose agent already takes calls, create a scoped key and add them. Most of the work is choosing the right agents and numbers. The Retell AI integration page shows the full list of what appears for Retell AI clients, and you can set everything here up during the 14-day free trial, without a card.