A white-label mobile app, called a branded app on Mobile Apps, puts your Axero intranet in front of your people as a custom-branded app in the Apple App Store and Google Play Store. It carries your organization's logo, colors and name, so the app your people install looks like yours rather than Axero's.
What you'll accomplish: By the end of this guide, you'll understand the requirements, responsibilities, and decision points needed to successfully launch your white-label mobile app.
Who this is for: IT administrators, project managers, and decision-makers responsible for deploying mobile applications for their organization.
Before you begin the white-label mobile app process, ensure you have:
Important: Key decisions about account type and distribution method cannot be changed after your app is submitted. Review all options carefully before proceeding.
Use this guide to quickly determine the right setup for your needs:
Creating a white-label mobile app is a collaborative process between you and Axero. Understanding who handles each task ensures a smooth launch and ongoing success. Below is a breakdown of responsibilities across each phase of the project.
Providing guidance on app distribution methods and helping you select between Public or Private app submission options.
Deciding how your app will be distributed and determining which account types and tools are required to support your distribution strategy.
Setting up and paying for your Apple App Store and Google Play developer accounts.
Training you on the tools available in your Axero site to customize the mobile app user experience.
Designing the layout, pages, and content that your users will see inside the app.
Providing support during the initial app setup in each app store through a guided working session.
Completing the initial app creation steps, including configuring technical settings that only you can manage (such as push notification setup).
White-labeling your app with your provided materials (logo, splash screen, app description, and details) for app store submission.
Supplying all branding materials, app description, and other details required for the app store listings.
Verifying that the app store user experience matches the functionality listed in your mobile app description.
Providing test login credentials with appropriate permissions for app store reviewers to use during the approval process. Important: Create a dedicated test account with limited permissions. Never share admin credentials.
Preparing an App Submission Tracker to ensure all selections and steps are completed.
Submitting the White-Label App Request form to start app development.
Preparing and submitting your app to Apple and Google for approval based on your selected distribution method (Public or Private).
Granting Axero the necessary access and permissions in your Apple and Google accounts so we can submit and update your app.
Handling technical questions from Apple and Google related to the app's functionality during the review process.
Notifying you if Apple or Google requires changes to keep your app available in their stores.
Accepting and staying compliant with Apple and Google's developer terms and policies.
Keeping your white-label app updated with the latest Axero features and improvements.
Providing ongoing support and guidance for app maintenance and updates.
Before Axero can build and submit your white-label app, you must create developer accounts with Apple and Google. These accounts are legally binding agreements between you (or your organization) and the app store providers. Each platform has specific requirements, terms, and fees that you must accept and maintain.
Why this matters: The type of account you choose determines how your app is listed, who can access it, and what distribution options are available. This decision cannot be changed after your app is submitted, so it's critical to select the right account type from the start.
Important: Apple and Google may update their requirements and policies without notice to Axero. Always review the official documentation from each platform before making your selection. While Axero provides guidance, you are ultimately responsible for choosing the appropriate account type and maintaining compliance with platform policies.
Both Apple and Google offer two primary account types. Your choice depends on whether you're an individual developer or representing an organization, and how you plan to distribute your app.
Best for: Sole proprietors or individual developers creating apps for public use.
Key characteristics:
Best for: Legal entities (companies, nonprofits, educational institutions) that want their app listed under their organization's name.
The table below provides a side-by-side comparison of account requirements for Apple and Google. Review each platform's official documentation for the most current information.
General Requirements:
Individual Accounts:
Personal Accounts:
Organization Accounts:
One of the most critical decisions you'll make is how to distribute your app. This choice affects who can access your app, how it's managed, and even how quickly it passes through the app store review process.
Why this matters: Your distribution type determines:
Critical: Once you submit your app as either Public or Private, this decision is permanent and cannot be changed. You cannot convert a public app to private or vice versa. Make this decision carefully before Axero begins preparing your app for submission.
Best for: Apps intended for customers, partners, contractors, or any audience beyond your employees.
Best for: Apps exclusively for your employees or organization members.
The table below details the specific distribution options available on each platform. Review the linked documentation for complete requirements and setup instructions.
Availability: Discoverable by anyone via Apple App Store search and browse.
Important: An app meant only for your own staff belongs in Apple's custom app programs rather than on the public App Store. Apple distributes proprietary apps for internal use through Apple Business Manager and Apple School Manager (Custom Apps). If your app is for employees only, use Private distribution (see below).
Content Access: You control access to your Axero content through login requirements. If login is required, you must provide test credentials with restricted permissions for app store reviewers.
Resources: Apple App Store Review Guidelines
Availability: Listed openly on Google Play Store, searchable and visible to everyone.
Resources: Helpful Tips to Get Your App Published on Google Play
Availability: Not searchable in the App Store; accessible only via direct link.
How it works: You request an unlisted app link from Apple. Your app has to be on the App Store already, or ready for final distribution and submitted to App Review, before you can make the request (Unlisted App Distribution).
Use case: Good for apps you want to share with specific audiences without making them publicly searchable.
Availability: Not available as a distribution option.
Note: Google offers Test Tracks for testing purposes, but these are not recommended for published applications and can still be discovered by users.
The usual route for: Apps targeted exclusively to your employees.
Prerequisites:
How it works: You distribute your app through your MDM solution. These programs allow you to purchase and distribute both public and private apps to your organization.
Recommended for: Apps targeted exclusively to your employees.
How it works: You distribute private apps to your organization through your EMM provider. Contact your EMM provider for specific instructions on uploading and deploying private apps.
Once you've completed the following tasks, you're ready to move forward with your white-label mobile app:
Estimated timeline: Allow 4 to 8 weeks from starting your developer accounts to the app appearing in the stores. Most of that is account setup and asset preparation on your side. The build-and-submit stretch, once Axero has your materials, is broken down phase by phase under Launch Schedule on Mobile Apps.
Ready to begin? Contact your Technical Account Manager to discuss the next steps for preparing your white-label application. They will guide you through the submission process and ensure all requirements are met.
Contact your Technical Account Manager immediately. Axero will work with you to understand the rejection reason and make necessary adjustments. Common rejection reasons include incomplete test credentials, unclear app descriptions, or policy violations.
Ask yourself: "Will only my employees use this app?" If yes, choose Private on both platforms. If contractors, partners, or customers will also use it, choose Public distribution.
Neither Apple nor Google publishes a verification time. In practice a personal or individual account clears faster than an organization account, because an organization account needs company verification on top of identity verification, and Google requires a D-U-N-S number for organizations (Developer account type). Start the accounts early rather than planning around a specific turnaround, and ask your Technical Account Manager what recent launches have seen.
No. This decision is permanent. If you need to change distribution types, you must create an entirely new app with a different bundle identifier and go through the submission process again.
Take the answer from the White-Label App Request form, not from this page. The form names the Axero account to invite, and it is the version that gets kept up to date.
In App Store Connect, the form asks whether you granted that account App Manager access or individual access. In the Google Play Console it asks whether you granted admin permissions or specific permissions, and specific permissions means view app information; create and delete draft apps; manage production releases; manage testing tracks (internal, closed, open); manage app signing; manage store listing for production and testing; manage store settings such as graphics and descriptions; and manage app content for privacy, ads and target audience. It also asks for the date you granted access.
For context on what those levels mean: App Store Connect roles run from Admin, through App Manager, which covers every aspect of an app including delivery, to Developer, which covers development and delivery only (Role permissions). The Play Console names access differently, as account owner, admins and users with individual permissions granted per app (Add developer account users and manage permissions). If the form and your Technical Account Manager disagree, ask; the level Axero needs depends on who is doing the submission.
To learn more, visit: Mobile Apps
External Documentation:
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