Migrating from Multi-Tenant to Single-Tenant Azure Bot, and Custom Branding

Hi Jane Test User,

Could you please allow us some time? We are actively working on it and will get back to you shortly.

Thank you!

Hello Jane Test User,

Welcome to Microsoft Q&A and Thank you for reaching out.

I understand that you’re working through the transition from multi-tenant bots to the now-required single-tenant model and want to preserve the custom branding you previously offered for each customer. Below is a clarified explanation of what is and isn’t possible today and the recommended approaches moving forward.

1. Can you publish different apps for different tenants with unique branding?

Publishing separate app packages with different icons, names, and branding for each customer is technically possible, but it comes with an important limitation:

Each app submission to AppSource must demonstrate unique value or a differentiated experience. If the only difference between apps is branding while the functionality remains identical, Microsoft may reject them during the AppSource review.

So while this approach can work, it isn’t guaranteed to pass certification unless each version justifies its existence.

2. If that is not feasible, what is the recommended approach?

If submitting many differently branded apps to AppSource is not viable, the recommended patterns are:

Use per-tenant branding in Microsoft Entra ID

Each customer tenant can configure its own company branding in Microsoft Entra External ID:

Custom icons & logos

Background and banner images

Accent colors

Text changes (header/footer messaging)

This allows you to maintain a single bot while still offering a personalized look and feel inside each tenant.

Use custom URL domains or routing logic

If your solution uses web-based components (authentication flows, configuration pages, dashboards, etc.), you can provide a custom experience per customer by using:

Custom domains

Tenant-aware UI rendering

Dynamic branding loaded at runtime

This allows one published app to display different branding depending on which customer is using it.

Publishing multiple branded versions might work, but AppSource review may block identical apps.

The safer and Microsoft-recommended approach is to maintain one single-tenant bot and provide tenant-level branding via Entra or dynamic UI/URL customization.

I Hope this helps. Do let me know if you have any further queries.

Thank you!

Hi SRILAKSHMI C, thanks for your thorough response!

I did some research on the Entra ID option, and it looks like Entra can apply custom branding to the app’s sign-in experience, but not to the app’s icon or name during regular use. Please correct me if I’m mistaken.

As for tenant-aware UI rendering and dynamic runtime branding, my understanding is that these approaches allow for in-app customization, but they still cannot change the app’s icon or name defined in the manifest. and thus the logo and name downloaded from AppSource couldn't be customized. Is that correct?

Thanks again!

Hi Jane Test User,

Thank you for the follow-up and yes, You’re correct in your understanding.

Entra ID branding only affects the authentication/sign-in screens. It does not change the app’s icon, name, or how it appears inside Teams after installation. So branding applied through Entra won’t update the visible app identity in Teams.

Tenant-aware UI rendering / runtime branding only affects what you show inside the app. It still cannot change anything defined in the Teams app manifest. That means the app icon, app name, short description, etc. remain exactly as published in AppSource and cannot vary per customer.

AppSource apps cannot dynamically change name or icon per tenant. Those values are fixed at publish time and must remain consistent for all tenants using that listing.

So yes, the logo and name downloaded from AppSource cannot be customized per customer.

If you need different branding at the Teams app level, the only option today is separate app packages, each with its own name/icon, and each submitted to AppSource. However, as mentioned earlier, these may run into certification challenges if the only difference is branding.

Thank you!