Torn between Waibly and Frase to produce your clients’ content? In short: Frase is an English-language tool strong on SEO analysis and briefs; Waibly is native French and multi-channel, with deliverables under your brand from its entry plans. The choice depends on your market and your channels.
What is Frase
Frase is a US AI tool for SEO optimization and content creation. Its strength is SERP analysis and briefs: it studies the pages already ranking for a query, extracts an outline, and helps write an optimized article. It also handles several client domains and reporting.
At the time of writing (July 2026), Frase offers its Scale plan at $299 per month (10 client domains, 5 seats, 100 articles per month); full white label — rebranded client portal, custom domain, SSO — is reserved for the Enterprise plan (source: frase.io).
What is Waibly
Waibly is a multi-client platform that does the strategy and the content, built and written in French. For each client, it analyzes the site, remembers their offers, targets and positioning, studies their market, then derives a content plan. It then generates the SEO and GEO articles, LinkedIn posts and newsletters — each channel with its own codes and criteria built in — and can also draw on your documents. Each client keeps their isolated workspace, deliverables under your brand.
Waibly vs Frase: the comparison
| Criterion | Waibly | Frase |
|---|---|---|
| Language | Native French, English, Spanish | English (native) |
| Channels | SEO and GEO articles, LinkedIn, newsletters | SEO articles |
| Starting point | Market diagnosis and siloed plan | SERP analysis and content briefs |
| Content grounding | Your website, market and documents (RAG) | SERP analysis |
| Multi-client | Isolated workspaces, 3 to 25 per plan | 10 domains (Scale plan) |
| White label | Branded PDF deliverables, from entry plans | Rebranded portal (Enterprise plan) |
| Pricing | €29 to €599/month | from $299/month (Scale) |
Content grounded in your business
Frase shines at SERP analysis, but it doesn’t read your client’s documents. Waibly does: it draws on the client’s site, documents (studies, figures, method) and market to produce content that’s unique to them, not generic text optimized for Google.
On top of that, SEO and GEO best practices are baked into every piece: E-E-A-T structure, a direct answer for AI engines, internal linking, anti-cannibalization. Not content for content’s sake.
Waibly or Frase: which for your agency
Pick Frase if you work mainly in English, you want deep SERP analysis and optimizing existing articles, and you’re aiming for a fully rebranded client portal down the line (Enterprise plan).
Pick Waibly if your clients are French-speaking, you produce across several channels (SEO, GEO, LinkedIn, newsletter), and you want deliverables under your brand without an expensive Enterprise tier.
To choose with full context, go back to the criteria in our guide on how to choose a content tool for an agency, and also compare with Waibly vs SEOpital. To try it, see the agency offering.