An approach is provided for transforming a base multi-tenant cloud into a white labeled cloud of a reseller. A first customer request for a cloud-based service is received by the reseller. Based on a central identification of a customer mapped to a local identification, a second request for the service is sent from the reseller to the cloud provider, indicating the customer is an apparent source of the second request and an apparent customer of the cloud provider, and obscuring the reseller being an actual source of the second request and the customer being an actual customer of the reseller. A customer notification is sent from the reseller, which white labels the provision of the service by indicating the reseller is an apparent provider of the service and obscuring the cloud provider being an actual provider of the service.