Later

Name: Later
Brand: Later
Price: 18.7525 USD

Visual-first scheduling priced by social set, now attached to a $250M influencer marketing machine

Later is a visual-first social media scheduling and analytics platform built around Instagram, TikTok, and Pinterest that bundles profiles into social sets of up to eight accounts each, starting at $18.75 per month billed annually, and sits inside a larger company that also runs Mavrck-derived influencer marketing and the Mavely creator commerce network.

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Overview

Later began in 2014 in Vancouver as Latergramme, one of the first tools that let you plan an Instagram grid before posting it. That origin still defines the product. The visual planner, the drag-and-drop calendar with a live preview of how your feed will look, the media library organized by collection, and the link in bio page are all descendants of a product designed for people whose social strategy is photographs. Later is the tool a consumer brand picks; it is rarely the tool a B2B company picks.

The corporate story has become more interesting than the scheduler. In 2022 the influencer marketing platform Mavrck acquired Later, then took the Later name for itself. In January 2025 the combined company acquired Mavely, a creator commerce network with over 120,000 influencers, for $250M, funded by a strategic investment from Summit Partners. The scheduling product you buy for $18.75 a month is now the entry point to a company whose main business is connecting brands with creators and measuring the revenue that comes back.

Pricing works on an unusual unit called a social set. One social set is one profile per platform across the eight supported networks, so up to eight profiles total, not eight profiles per network. Starter at $18.75 a month annually gives you one social set, one user, 30 posts per profile per month, and three months of analytics. Growth at $37.50 gives two sets, two users, 180 posts per profile, and a year of analytics plus approval workflows. Scale at $82.50 gives six sets, four users, unlimited posts, two years of analytics, and competitive benchmarking. Extra users are $3.75 each.

Two things are worth knowing before you commit. First, the post limits on Starter and Growth are real caps, and 30 posts per profile per month is thin for anyone posting daily to Stories. Second, the network list is deliberately consumer-shaped: Instagram, Facebook, TikTok, Threads, YouTube, Pinterest, LinkedIn, and Snapchat. There is no X and no Bluesky. For a lot of buyers that is a feature given what X API access now costs, and for others it is disqualifying on its own.

Best for

Consumer and ecommerce brands, creators, and small agencies whose social strategy runs on photography and short-form video across Instagram, TikTok, and Pinterest, particularly those who also work with influencers and want the scheduling and creator sides under one vendor.

Not the right fit for

Anyone who needs X or Bluesky; Later does not support either, and no plan or add-on changes that.
B2B companies whose channel is LinkedIn thought leadership; LinkedIn is supported as an afterthought here, and Taplio, AuthoredUp, or Supergrow will serve that job better for less.
High-frequency posters on the cheaper tiers; 30 posts per profile per month on Starter and 180 on Growth are hard caps that a daily Stories habit blows through immediately.
Agencies with more than six client brands; six social sets on Scale at $82.50 is the ceiling before you are negotiating, and SocialBee or Metricool handle far more brands for similar money.
Teams that need a real support-grade inbox with assignment, routing, and SLAs; Later's engagement tooling is comment management, not a helpdesk, and Sprout or Hootsuite is the answer there.

How it works

1
You connect profiles through each network's official OAuth flow and group them into social sets. A social set holds one profile per platform, so a single brand with Instagram, TikTok, Facebook, Pinterest, and a YouTube channel is one set. A second brand needs a second set, which is how Later prices multi-brand and agency work.
2
Content lives in a media library where you upload assets, tag them into collections, and pull them into the calendar. The visual planner shows what your Instagram grid will look like before anything publishes, which is the single feature people migrate to Later for. You drag an asset onto a time slot, write per-network captions, and Later handles the rest.
3
Publishing is automatic for most formats through official platform APIs, with the standard exceptions the networks impose. Instagram feed posts and Reels using original or royalty-free audio auto-publish; Stories and Reels with licensed audio or AR effects fall back to a mobile push notification you finish in the Instagram app. Later's best-time-to-post engine places content in windows derived from your own account's engagement history.
4
After publishing, analytics reports on performance per profile with the historical window set by your tier: three months on Starter, one year on Growth, two years on Scale. Scale adds custom analytics, competitive benchmarking, and brand health monitoring. Alongside the scheduler, Later runs Link in Bio landing pages, a Listening product, and the separately sold influencer marketing and Mavely creator commerce platforms that are now the company's larger business.

Feature breakdown

23 features in 5 modules

Visual planning and publishing

The Instagram grid preview and media library that Later has built its identity on since 2014.

Visual content calendar: Drag-and-drop scheduling on a calendar built around images and video rather than text rows, which is a genuinely different working surface from Buffer or Hootsuite.
Instagram grid preview: Shows exactly how the feed will look once scheduled posts publish, so you can rearrange for visual balance before committing. The original reason the product existed.
Media library and collections: Central asset storage with tagging and collections, plus the ability to pull in user-generated content you have permission to reuse.
Eight supported networks: Instagram, Facebook, TikTok, Threads, YouTube, Pinterest, LinkedIn, and Snapchat. Snapchat support is rare in this category. X and Bluesky are absent.
Auto-publish with notification fallback: Feed posts and Reels using original or royalty-free audio publish automatically. Stories and Reels with licensed audio require a mobile push notification you complete in Instagram, a Meta restriction rather than a Later one.
Best time to post: Per-profile recommended publishing windows derived from your own engagement data rather than a generic chart.
Per-network caption customization: One asset, tailored captions and first comments per platform, with hashtag suggestions built in.

Analytics and measurement

Tier-gated by historical window, which is the constraint that pushes buyers up the ladder.

Per-profile performance analytics: Reach, engagement, follower growth, and post-level performance across every connected profile.
Tiered analytics history: Three months on Starter, one year on Growth, two years on Scale. This is the clearest example in the category of history being sold as the upgrade rather than features.
Custom analytics: Scale adds custom report construction rather than only the standard dashboards.
Competitive benchmarking: Scale compares your accounts against named competitors on the public metrics each network exposes.
Brand health monitoring: Scale-tier monitoring of how the brand is being discussed, adjacent to but lighter than a full listening product.

Link in bio and conversion

Later was early to link in bio and it remains one of the better implementations.

Link in Bio landing pages: A hosted page mirroring your Instagram grid where each post links to a destination, so a photo can point at a product page without editing your bio every day.
Shoppable posts: Product links attached to visual content, which is the ecommerce use case Later has optimized for since its earliest days.
Link performance tracking: Click data on Link in Bio destinations, closing the loop between a post and a session on your site.

Collaboration and AI

Approvals from Growth upward, AI metered as credits.

Approval workflows: Available from the Growth tier, so a client or manager signs off before anything publishes. Notably cheaper than Hootsuite, which gates approvals at $399 a seat.
Multi-user access: One user on Starter, two on Growth, four on Scale, with additional users at $3.75 per month each, which is the cheapest incremental seat price in this category.
AI caption and content credits: 5 credits per month on Starter, 50 on Growth, 100 on Scale, with 100 extra credits available for $3.75. AI is metered rather than unlimited.
Content ideas and hashtag suggestions: AI-assisted caption drafting and hashtag recommendations inside the composer.

The wider Later platform

Sold separately, and increasingly the company's real business.

Influencer marketing platform: The Mavrck-derived side of the company handles creator discovery, campaign management, and payments. Quoted separately from the social scheduling tiers.
Mavely creator commerce network: Acquired for $250M in January 2025, a network of over 120,000 creators driving trackable affiliate revenue, which is what the combined company is really selling to larger brands.
Social listening: A separate listening product for monitoring conversation beyond your own mentions, sold outside the published scheduling tiers.
Later Services: Managed social and influencer services for brands that want the work done rather than the software, quoted per engagement.

Use cases

4 documented

Ecommerce brand running Instagram, TikTok, and Pinterest

Product photography needs to look coherent as a grid, every post should drive to a product page, and the founder is doing this alongside everything else.

The visual planner lets the grid be arranged before publishing, the media library holds a month of shoots, and Link in Bio turns each post into a shoppable destination, all on Starter at $18.75 a month.

Two-person marketing team at a consumer brand

Two brands to run, a manager who wants to approve captions before they go live, and a need to see a full year of performance for the annual planning cycle.

Growth at $37.50 covers two social sets, two users, approval workflows, and twelve months of analytics history, which is the specific combination that makes Growth rather than Starter the common landing point.

Small agency with consumer clients

Five client brands, each on Instagram, TikTok, and Pinterest, each expecting a monthly report and sign-off on content.

Scale at $82.50 covers six social sets, four users, unlimited posts, and two years of analytics with competitive benchmarking, though at a sixth client the agency has hit the ceiling and should price SocialBee or Metricool instead.

Brand that already runs creator campaigns

Influencer partnerships are managed in spreadsheets and the connection between creator content and revenue is guesswork.

Later's influencer marketing platform and the Mavely creator network sit with the same vendor as the scheduler, which is the actual strategic reason to choose Later over an equivalent scheduler, though both are quoted separately.

Pricing

from $18.75 per month billed annually (Starter), or $25 billed monthly

Tiered subscription priced by social set, where one social set is up to eight profiles across the eight supported networks, with user counts, post volume caps, AI credits, and analytics history all scaling by tier.

Plan	Price	Includes
Starter	$18.75 per month, billed annually ($25 monthly)	1 social set (up to 8 profiles) 1 user 30 posts per profile per month 5 AI credits per month 3 months of analytics history The 30-post cap per profile is the binding constraint, not the profile count. Daily Stories will exhaust it.
Growth	$37.50 per month, billed annually ($50 monthly)	2 social sets (up to 16 profiles) 2 users 180 posts per profile per month 50 AI credits per month 1 year of analytics history and approval workflows Approvals and a year of history make this the practical starting tier for anything resembling a team.
Scale	$82.50 per month, billed annually ($110 monthly)	6 social sets (up to 48 profiles) 4 users Unlimited posts 100 AI credits per month 2 years of analytics, custom analytics, competitive benchmarking, and brand health monitoring Six social sets is the published ceiling; beyond that you are into quoted territory or a different vendor.
Enterprise and influencer platform	Custom quoted	Influencer marketing platform Mavely creator commerce network access Social listening Managed services Custom social set and seat counts

Add-ons

Additional user ($3.75 per month): The cheapest incremental seat in the category by a wide margin.
Additional AI credits ($3.75 per month for 100 credits): AI is metered, so heavy caption generation adds a line item.
Influencer marketing platform (Quoted): The Mavrck and Mavely side of the business, priced entirely separately from social scheduling.

Billing notes

Published headline prices are annual-billing rates with a 25 percent discount. Monthly billing is $25, $50, and $110 respectively, so the annual commitment saves a quarter.
A social set is one profile per platform, up to eight profiles. It is not eight profiles per platform, and this is the most commonly misread thing about Later's pricing.
Post volume is capped on Starter and Growth. Thirty posts per profile per month on Starter works out to one post a day with nothing left for Stories or a second format.
Analytics history is a paid feature: three months, one year, two years by tier. Downgrading shrinks the window you can see, and network APIs will not backfill what you lose.
Extra users at $3.75 a month make Later unusually cheap to add contributors to, which partly offsets the low base seat counts.
There is no free plan. The 14-day trial is the only evaluation path, which is short next to Sprout's 30 days.

Value assessment: At $18.75 a month for eight profiles, Later is inexpensive for what it is, and the visual planner plus Link in Bio genuinely do something Buffer and Metricool do less well. The problem is the meters. Post caps on the two cheaper tiers, AI sold in credits, analytics history sold as an upgrade, and a ceiling of six social sets mean the price you model and the price you pay diverge for anyone doing volume. Compare like for like: Metricool's Starter covers five brands with unlimited publishing and no post cap for roughly $25, and SocialBee covers ten profiles with unlimited AI for $49. Later earns its money when your content is visual, your grid matters, your links need to convert, and you might eventually want the creator side of the house. For text-driven or multi-brand work, it is the wrong shape and the caps will find you.

Strengths & limitations

Strengths

The visual planner and Instagram grid preview remain the best implementation in the category for brands whose feed aesthetics are part of the product.
Link in Bio is mature, well integrated with the scheduler, and tracks clicks, which closes a loop most schedulers leave open.
Snapchat support is genuinely rare and matters to a specific set of consumer brands who cannot find it elsewhere.
Additional users at $3.75 per month is the cheapest incremental seat in the category, which makes small collaborative teams affordable.
Approval workflows appear on the $37.50 Growth tier, where Hootsuite charges $399 a seat for the equivalent.
The influencer marketing and Mavely creator commerce businesses sit with the same vendor, which is a real strategic advantage for consumer brands running creator programs.
Fifteen-plus years of operating history and Summit Partners backing behind a $250M acquisition means the company is well capitalized and not going anywhere.

Limitations

No X and no Bluesky support at all, which disqualifies Later outright for a meaningful share of buyers.
Post volume caps on Starter and Growth are hard limits, and 30 posts per profile per month is unrealistic for anyone posting Stories daily.
Analytics history is tier-gated at three months, one year, and two years, so the data you can see shrinks the moment you downgrade and cannot be recovered afterwards.
Six social sets is the published ceiling, making Later a poor fit for agencies past about five clients.
AI is metered in credits, with five per month on Starter, which is effectively a demo rather than a working allowance.
The engagement tooling is comment management rather than a real inbox with assignment, routing, and response-time reporting.
The company's strategic center of gravity has moved to influencer marketing and creator commerce, and the scheduling product is now the entry point to that business rather than the main event.

Head-to-head comparisons

5 alternatives

Later vs Hootsuite

from $99 per user per month billed annually (Standard)

Later is a visual-first scheduler for consumer brands starting at $18.75 a month; Hootsuite is a general-purpose suite starting at $99 per seat with a real assignable inbox, listening, and approvals at the top tier. If your social is photography, Reels, Pinterest, and creator partnerships, Later does that job better and for a fifth of the price. If your social is customer conversation across many accounts with reporting obligations, Hootsuite is the right shape and Later will feel thin.

Full Later vs Hootsuite comparison

Later vs Sprout Social

from $79 per seat per month billed annually (Essentials), or $99 billed monthly

Sprout is the engagement and reporting platform, Later is the visual planning platform, and they barely compete on the same axis. Sprout's Smart Inbox, review management, and reporting depth are far beyond anything Later offers, at $79 to $399 per seat. Later's grid preview, Link in Bio, Snapchat support, and creator network are things Sprout does not do at all. Pick by whether your bottleneck is inbound conversation or outbound visual content.

Full Later vs Sprout Social comparison

Later vs Metricool

from €0 free for one brand, then from about €20 or $25 per month for five brands (Starter)

Both are affordable, both cover the visual networks, and Metricool adds X, Bluesky, Twitch, Google Business Profile, unified ads reporting across Meta, Google, and TikTok, and no post caps, for roughly $25 a month across five brands. Later's advantages are the grid preview, Snapchat, the Link in Bio implementation, and the influencer side of the business. For pure value per dollar Metricool wins clearly; for a brand whose feed aesthetics and creator programs are the strategy, Later is worth the tradeoff.

Full Later vs Metricool comparison

Later vs SocialBee

from $29 per month (Bootstrap), or $242 per year

SocialBee gives you 10 profiles, unlimited AI, unlimited posting, and evergreen content recycling for $49 a month, against Later's Growth at $37.50 for 16 profiles with a 180-post cap and 50 AI credits. SocialBee is built for keeping a queue permanently full from categorized content; Later is built for planning a visual feed deliberately. Choose SocialBee for always-on consistency and volume, Later for curation and grid aesthetics.

Full Later vs SocialBee comparison

Later vs Buffer

from $5 per channel per month (Essentials, billed yearly at $60 per channel per year)

Buffer publishes to eleven networks including X, Bluesky, Mastodon, and Google Business Profile, from $5 per channel with a free tier for three channels. Later covers eight consumer-leaning networks including Snapchat and adds the visual planner and Link in Bio. Buffer is cheaper at small channel counts and covers text-first networks Later refuses to touch; Later is the better tool if your content is images and your feed is a portfolio.

Full Later vs Buffer comparison

Implementation & onboarding

Setup time: Under an hour. Connect profiles, group them into a social set, upload a batch of assets to the media library, and the calendar is usable immediately. Later is one of the fastest tools in this category to get productive with.
Learning curve: Low. The visual metaphor makes the calendar and planner intuitive to anyone who has used Instagram, and the main confusion is structural rather than operational: understanding what a social set is and how post caps count against your plan.
Onboarding: Entirely self-serve with a 14-day trial across all published tiers. The influencer marketing and Mavely sides involve a sales conversation. Later publishes a large education library including free courses on Instagram and TikTok strategy.
Migration notes: No importer from another scheduler, so an existing queue is rebuilt manually. The media library, however, is where migration effort actually pays off, and uploading a well-tagged asset set up front is worth more than porting scheduled posts. Analytics history does not migrate and network APIs backfill only a limited window, so expect a gap in reporting continuity. On exit, published posts remain on the networks and analytics can be exported, but the media library, Link in Bio configuration, and scheduled queue stay behind.

Platform, API & security

Platforms: Web appiOSAndroidChrome extensionHosted Link in Bio pages
API: No self-serve public API on the published scheduling tiers. API and data access are handled through the enterprise and influencer marketing side of the business.
Compliance: SOC 2GDPRCCPA
Data residency: North American hosting; no self-serve regional hosting option is advertised.
SSO: Handled through enterprise arrangements rather than published on the self-serve tiers.
Security notes: All publishing runs through official network APIs and OAuth with no credential storage or browser automation, so nothing in the publishing path risks an account under platform terms. Notification-based publishing for Stories and licensed-audio Reels exists precisely because Later declines to work around Meta's API limits.

Support & resources

Channels: Email support on all plansChat supportPriority support on higher tiers and enterprise
Documentation: A well-maintained help center plus a large free education library covering Instagram, TikTok, and Pinterest strategy, which is a genuine marketing asset the company has invested in for a decade.
Community: A large creator and small-business following built through years of free courses and blog content; no large formal user forum.

Company

Founded: 2014
Headquarters: Vancouver, British Columbia, Canada, with offices in Boston and Chicago
Ownership: Privately held, growth-equity backed with a strategic investment from Summit Partners
Founders: Matt Smith, Ian MacKinnon, Cory York, Kirk Simpson
Employees: Approximately 500 to 700 across the combined company (est. 2026)
Funding: Later was acquired by influencer marketing platform Mavrck in 2022, which subsequently took the Later name. The combined company acquired Mavely for $250M in January 2025, funded by a strategic investment from Summit Partners.

Funding history

Round	Amount	Year	Notes
Early venture	Undisclosed	2014 to 2021	Later raised early venture funding as Latergramme and then Later, growing to millions of users before the Mavrck deal.
Acquisition by Mavrck	Undisclosed	2022	Influencer marketing platform Mavrck acquired Later and later rebranded the combined company as Later.
Mavely acquisition	$250M	2025	Later acquired the Mavely creator commerce network from Rhyz Inc, funded by a strategic investment from Summit Partners.

Timeline

2014Founded in Vancouver as Latergramme, one of the first tools to let brands plan an Instagram grid before publishing.
2017Rebrands to Later and expands beyond Instagram into Facebook, Twitter, and Pinterest scheduling.
2019Launches Link in Bio, an early and widely copied implementation of shoppable landing pages for Instagram.
2022Acquired by influencer marketing platform Mavrck, which subsequently adopts the Later name for the combined company.
2024Consolidates the scheduling, influencer marketing, and services businesses under a single Later brand.
2025Acquires the Mavely creator commerce network for $250M with a strategic investment from Summit Partners, adding over 120,000 creators.
2026Restructures self-serve scheduling around social sets with tiered post caps, AI credits, and analytics history windows.

Integrations

Instagram, Facebook, TikTok, Threads, YouTube, Pinterest, LinkedIn, and Snapchat
Shopify
Canva
Google Drive and Dropbox
Unsplash
Link in Bio hosted pages
Mavely creator commerce network
Later influencer marketing platform

Frequently asked questions

11 questions

What is Later?

Later is a visual-first social media scheduling and analytics platform built around Instagram, TikTok, and Pinterest. It offers a drag-and-drop visual calendar, an Instagram grid preview, a media library, Link in Bio landing pages, and per-profile analytics. It is also the entry product of a larger company that runs influencer marketing and the Mavely creator commerce network.

What is a social set and how are profiles counted?

A social set is one profile per platform across Later's eight supported networks, so a maximum of eight profiles in a set, not eight per network. One brand posting to Instagram, Facebook, TikTok, Pinterest, and YouTube is one social set. A second brand needs a second set. Starter includes one set, Growth two, and Scale six, which caps Later at roughly six brands before you leave published pricing.

How much does Later cost?

Starter is $18.75 per month billed annually or $25 monthly. Growth is $37.50 annually or $50 monthly. Scale is $82.50 annually or $110 monthly. Additional users are $3.75 per month each and 100 extra AI credits are $3.75. There is a 14-day free trial and no free plan.

What does Later cost a founder with four networks versus a team running ten brands?

The founder with four networks fits in one social set on Starter, $18.75 a month, as long as they stay under 30 posts per profile per month. A team running ten brands cannot use published pricing at all, since Scale caps at six social sets, so they are into a quoted plan or a different vendor. That ceiling is the single most important limitation for agency buyers.

Which networks does Later support, and does it do X or Bluesky?

Instagram, Facebook, TikTok, Threads, YouTube, Pinterest, LinkedIn, and Snapchat. It does not support X or Bluesky, and there is no add-on that changes this. Given that X moved to pay-per-use API pricing in early 2026, retired its $200 Basic tier, and closed Pro to new signups, dropping X is a defensible commercial decision, but it makes Later a non-starter if X is part of your strategy.

Does Later publish to Instagram automatically or send a notification?

Both, depending on the format. Feed posts and Reels using original or royalty-free audio auto-publish through Meta's content publishing API. Stories, and Reels using licensed or trending audio or AR effects, require a mobile push notification that you finish in the Instagram app. This is a restriction Meta imposes on every tool in this category and Later declines to work around it, which is the correct posture for account safety.

What happens to my analytics history if I downgrade?

The visible window shrinks to whatever your new tier allows, three months on Starter or one year on Growth. Because most network APIs only backfill a limited period when a tool reconnects, data outside that window is effectively gone rather than merely hidden. If long-term reporting matters, export before downgrading and treat the analytics window as a real product decision, not a soft limit.

Does Later have approval workflows for agencies and clients?

Yes, from the Growth tier at $37.50 a month, which is remarkably cheap for the feature. Hootsuite gates equivalent approvals at $399 per user per month. The constraint at Later is not approvals but scale: two social sets on Growth and six on Scale means the workflow is there long before the capacity is.

Does Later scrape or automate anything that could risk my account?

No. All publishing and data collection run through official platform APIs and OAuth. The notification-based publishing for Stories and licensed-audio Reels exists precisely because Later will not route around Meta's restrictions. That is a meaningful contrast with some tools in the adjacent personal-branding space that automate engagement in ways platforms explicitly prohibit.

How does Later's influencer marketing side relate to the scheduler?

It is a separate, quoted product, and it is now the larger business. The company was formed when influencer platform Mavrck acquired Later in 2022 and took its name, and in January 2025 it acquired the Mavely creator commerce network for $250M with backing from Summit Partners. If you run creator campaigns, having discovery, payments, attribution, and scheduling with one vendor is a real advantage. If you do not, you are buying a scheduler from a company whose attention is elsewhere.

Can I export my content archive?

Analytics export and published posts remain on the networks, since Later publishes through official APIs rather than hosting your content. What does not travel is the media library organization, Link in Bio configuration, scheduled queue, and analytics history beyond what you export manually. There is no self-serve API on the published tiers to automate extraction, so plan for a manual export before cancelling.

Editorial verdict

Later is the right answer for a specific and fairly common business: a consumer or ecommerce brand whose social output is photography and short-form video, whose Instagram grid is part of the brand, and who wants posts to convert through a link in bio. At $18.75 a month it is cheap for that, the visual planner is the best in the category, approvals arrive at $37.50 where competitors charge ten times as much, and the creator commerce side of the company is a genuine strategic asset if you work with influencers. Everything else is a caveat: no X, no Bluesky, hard post caps on the cheaper tiers, AI sold in credits, analytics history sold as an upgrade you cannot recover after downgrading, and a ceiling of six social sets that stops agencies cold. Buy it for the grid and the links. Do not buy it expecting a suite.

Written by the SaaSTracker editorial team. Awards, when shown, are judged against the published criteria in our methodology.