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Later plans, in the vendor's words
Plan
Price
Included
Free
$0
Described in Later’s help center, not listed on the pricing page. 1 social set, 1 user, 12 posts per profile per month, 0 AI credits, 1 YouTube Short a month, calendar limited to 2 weeks back and forward, a Link in Bio page with Later branding and introductory analytics. No Instagram carousels or Stories.
Starter
$18.75/mo billed annually ($25 billed monthly)
For casual scheduling. 1 social set (8 profiles, one of each platform), 1 user, up to 30 posts per profile per month, 5 AI credits a month, platform analytics up to 3 months, Instagram, Facebook and TikTok Best Time to Post, Link in Bio, basic customer support. The pricing page says extra social sets, users and AI credits are not available.
GrowthPOPULAR
$37.50/mo billed annually ($50 billed monthly)
Marked Most popular. 2 social sets (16 profiles), 2 users, up to 180 posts per profile per month, 50 AI credits a month, platform analytics up to 1 year, multi-profile Best Times to Post, Smart Scheduling with Future Trends, internal and external approvals, Social inbox, UGC collection, custom roles and permissions. Qualified non-profits get 50% off the annual plan.
Scale
$82.50/mo billed annually ($110 billed monthly)
For Enterprise-level analytics without the enterprise contract. 6 social sets (48 profiles), 4 users, unlimited posts, 100 AI credits a month, platform analytics up to 2 years, Meta Ads Analytics, Custom analytics, Competitive benchmarking for up to 20 competitors, Future industry insights, Brand Health, Brand Mentions, priority support with a response within 12 hours.
Add-ons (Growth and Scale)
$15/mo per extra social set, $5/mo per extra user, $5/mo per 100 AI credits (billed monthly)
On yearly billing the plan cards show $11.25, $3.75 and $3.75 a month. Add-ons are sold only on desktop sign-ups, not through the iOS app.
Price history · every reading logged
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Editor's verdict
updated
“Later is a solid choice for creators and small brands whose work centres on Instagram, TikTok and Pinterest. It covers eight platforms with auto publish, includes a visual planner and Link in Bio, and starts at $18.75 a month billed yearly ($225 a year) after a 14-day trial with no card required. Read the plan cards closely, though. Starter is one user with 30 posts per profile and 5 AI credits a month and cannot add users or social sets; approvals and the inbox start at Growth; Pinterest analytics follow only Later-scheduled Pins for two weeks each; X and Bluesky are not supported; and Later’s own pages disagree on several details. Its Trustpilot profile showed 1.4 out of 5 from 352 reviews when we read it. Start the trial on the plan you would actually buy and check the limits under Settings, Subscription before paying for a year.”
Best for
Creators and small brands that plan Instagram, TikTok and Pinterest posts on a visual calendar
Small teams that need approvals and an inbox for Instagram and Facebook messages (Growth)
Agencies and brands running up to six sets of profiles with competitor benchmarking (Scale)
Watch out for
Starter is one user with 30 posts per profile and 5 AI credits a month, and the pricing page says no social sets, users or AI credits can be added to it
Approvals and the Social Inbox start at Growth; Custom Analytics, competitor benchmarking and priority support need Scale
OBOfficeBooks Editorial · Research desk · desk research from documentation, no hands-on test
Creator takes belong to their authors and are not verified by OfficeBooks; each creator declares their tie to the vendor on every take. OfficeBooks earns a commission only on links to partner programmes, disclosed beside each link. None of this changes Tier 1.
Later is a social media scheduler and analytics tool, sold as Later Social by a company whose homepage now leads with influencer marketing. Under the headline “Unforgettable campaigns start with insight.”, the homepage lists social media management as one of four lines, next to full-service influencer programs, influencer marketing software and earnings for creators, and describes it as planning, scheduling and analysing all your content in one place.
Later Social schedules and auto-publishes to Instagram, Facebook, TikTok, Threads, YouTube, Pinterest, LinkedIn and Snapchat; on YouTube that means Shorts, since the help center says long-form videos are not supported. It runs as a web app and as iOS and Android apps, although Snapchat, YouTube Shorts and Threads posting are desktop-only according to Later’s supported-platforms article (its plan reference says Threads also works on iOS, but not Android). The About page traces the company from Splashscore, founded in 2014 and renamed Mavrck in 2015, to Mavrck acquiring Later in 2022, the two uniting under the Later brand in 2024 and Later acquiring Mavely in 2025. Later’s homepage credits scheduled social posts with 136B annual impressions, a figure the company reports about itself.
How it handles Instagram
Instagram gets the most tools. The Visual Instagram Planner is on every plan, including Free, and auto publish covers single images, carousels, Stories and Reels. Carousels hold up to 10 media items because of Instagram’s API, Stories auto-publish only for business profiles, and carousels and Stories need a paid plan. Paid plans can schedule a first comment, for example to hold hashtags, and tag users and locations, both on auto-published posts from business or creator profiles; Instagram Shop product tagging starts at Growth.
Notification publishing, offered for Instagram and TikTok, is the alternative to auto publish: at the scheduled time you get a push notification, and tapping it opens the post in the app so you can publish it by hand and add things like music and stickers. The pricing page lists Best Time to Post for Instagram, Facebook and TikTok on every paid plan, and the help center adds that it needs a business or creator profile on Instagram and TikTok and is not on Free. Instagram analytics also need a business or creator profile, and some sections, such as Audience Analytics, need at least 100 followers.
How it handles Pinterest
Later says it is a Pinterest Marketing Partner with exclusive API access for scheduling video Pins. Image Pins can be scheduled on every plan, including Free, from the web app or the iOS and Android apps. Every Pin needs a board, Pins post automatically, and captions can run to 500 characters. Later connects only to public boards, not secret ones, and supports personal and business profiles with image and video Pins; Pinterest Stories are not supported.
Video Pins need a Pinterest business account in the U.S., Canada, the UK, Ireland, Australia or New Zealand and can be scheduled only from the web app. They go to Pinterest for review at their scheduled time and Pinterest takes 24 to 48 hours to review them, so the help center suggests scheduling them 24 to 48 hours before the date you need. Videos can run from 4 seconds to 15 minutes and up to 2GB. Click tracking shortens and tracks the Pin’s website link, which Later says Pinterest allows because Later is a Pinterest Marketing Partner. Later’s plan reference and its two Pin-scheduling help articles put click tracking on Growth and up, while the pricing table and the help center’s Analytics Data by Plan article (updated 21 October 2026) tick it on Starter too.
Pinterest analytics are thinner than the scheduling. They count only Pins scheduled through Later, start from the day you upgrade, follow each Pin for two weeks after it posts, and look back up to 3 months on every paid plan. Pin Performance can be sorted by date, saves, followers and comments and filtered by board, and Pinterest is one of five platforms in Scale’s Custom Analytics. The Pinterest scheduler page mentions posting at your personal best time, but the pricing page and help center name only Instagram, Facebook and TikTok for Best Time to Post.
The pricing page opens on yearly billing, labelled 3 months free and 25% off. Starter is $18.75 a month billed yearly or $25 billed monthly, Growth, marked Most popular, is $37.50 or $50, and Scale is $82.50 or $110, all in USD with taxes extra. Annual plans are billed once a year and renew automatically. Each plan bundles social sets, where one set holds one profile on each of the eight platforms: Starter has 1 set and 1 user, Growth 2 sets and 2 users, and Scale 6 sets and 4 users. Every paid plan has a 14-day free trial, and Later’s feature pages say no credit card is required.
Worked from those prices, a solo creator on Starter pays $225 a year on yearly billing or $300 paying monthly, before tax. Growth comes to $450 or $600 a year and Scale to $990 or $1,320. Post limits are per profile per month and count when a post is scheduled, so a Starter account with one Instagram and one TikTok profile gets 30 posts on each, 60 in all; Growth allows 180 per profile and Scale is unlimited. Qualified non-profits get 50% off the annual Growth plan, which works out to $225 a year.
Small teams reach the user limit first. Starter is one user, and the pricing page says extra social sets, users and AI credits cannot be added to it. On Growth and Scale, an extra social set costs $15 a month, an extra user $5 and 100 extra AI credits $5 on monthly billing, shown as $11.25, $3.75 and $3.75 on yearly billing; add-ons are sold only on desktop sign-ups, not through the iOS app. A three-person team on Growth therefore needs one extra user: $55 a month on monthly billing, or $41.25 a month on yearly billing, which is $495 a year. Later’s help center also describes a Free plan aimed at creators, which the pricing page does not show: 12 posts per profile per month, no AI credits, one YouTube Short a month, a calendar limited to two weeks back and forward, a Link in Bio page and introductory analytics.
AI credits and analytics
Later’s AI tools, Caption Writer and Ideas, run on credits: 5 a month on Starter, 50 on Growth and 100 on Scale, and none on Free. One credit generates one caption or three ideas, so Starter’s allowance covers five generated captions a month. Credits reset on the 1st of each month at midnight UTC, Caption Writer works in English only, and Ideas is desktop-only and in beta. Later’s AI page says the tools run on paid plans and that every plan includes a 14-day free trial.
Analytics depth follows the plan: platform analytics look back up to 3 months on Starter, 1 year on Growth and 2 years on Scale. Scale adds Custom Analytics across Instagram, Facebook, TikTok, Pinterest and Threads, Meta Ads Analytics to see paid and organic performance together, Competitive Benchmarking for up to 20 competitors, which the help center lists as Instagram-only and desktop-only, and Brand Health, Brand Mentions and future industry insights. Lower plans can preview Custom Analytics inside Later but cannot use it.
Teams, approvals and the inbox
Collaboration starts at Growth. Team collaboration and content approvals are on Growth and Scale, external reviewers can give feedback without a Later account, review links expire after 7 days, and approvals do not work for Instagram Stories; Scale adds an in-app notification center. The Social Inbox, also Growth and up, handles direct messages for Instagram and Facebook only and comments for Instagram, Facebook and TikTok. Only Scale gets priority support, with a response within 12 hours; the other paid plans get the help center, the chatbot and human replies by email.
Where Later’s own pages disagree
Several of Later’s pages contradict each other, so check any detail you depend on under Settings, Subscription or with support before paying for a year. The pricing page says yearly billing gives 3 months free, while a help article says an annual plan gives 4 months free. The pricing table marks Single Sign-on Yes, meaning one login across Later products, while the help center’s plan reference lists SSO only on the legacy Enterprise plan. Pinterest click tracking is on every paid plan in the pricing table and in the help center’s Analytics Data by Plan article, but Growth and up in the plan reference and the Pin-scheduling articles. Collecting Instagram media you are tagged in is marked No on Starter in the pricing table but ticked for Starter in the plan reference, whose Collect row then says Growth and up.
The pricing page lists unlimited media storage with 20MB photo and 512MB video limits, while the plan reference gives photo and video limits from 5MB and 25MB on Free up to 100MB and 1.5GB on Growth and Scale. The pricing table also marks unlimited media storage on Starter, while the plan reference says Free and Starter have storage limits and Choose a Later Social Plan lists unlimited media uploads as a Growth feature. The credits help article prices 100 add-on credits at $40 a year, against $3.75 a month ($45 a year) on the yearly plan cards. The pricing page says every account is secured with a 2FA code, while the help center describes 2FA as an option. The pricing page says Starter cannot add AI credits, while the plan reference lists credit add-ons on all current paid plans. And the Pinterest scheduler page names X among the platforms you can schedule to, but neither the pricing page nor the help center lists X.
Who it fits, and who it does not
Later fits creators and small brands that post mostly to Instagram, TikTok, Facebook and Pinterest and want a visual calendar, a Link in Bio page and best-time suggestions: Starter at $225 a year on yearly billing covers one person and one profile per platform. Growth suits small teams that need approvals, a shared inbox for Instagram and Facebook messages and a year of analytics, and Scale suits agencies or brands running up to six sets of profiles that want competitor benchmarking and custom reports.
It fits less well if you need X, Bluesky, Reddit, Mastodon, Tumblr or Google My Business, long-form YouTube, or connections to Zapier, HubSpot or ClickUp, all of which the help center lists as unsupported or leaves out. Pinterest-led businesses should note that Pin analytics stop two weeks after each Pin posts and cover only Pins scheduled through Later. A team of two or more starts at Growth, since Starter has one user and no add-ons according to the pricing page, and refunds are case by case at Later’s sole discretion under its terms.
Strengths
Eight platforms per social set, with auto publish on all of them: Instagram, Facebook, TikTok, Threads, YouTube Shorts, Pinterest, LinkedIn and Snapchat
Visual Instagram Planner, a Link in Bio page and Pinterest image Pins on every plan, including the Free plan described in the help center
Pinterest Marketing Partner with API access for video Pins, which eligible business accounts can schedule on every plan
14-day free trial on every paid plan, with no credit card required according to Later’s feature pages
Yearly billing takes 25% off, and qualified non-profits get 50% off annual Growth
Post limits are counted per profile, so each connected platform gets its own monthly allowance
External reviewers can give feedback on posts without a Later account (Growth and up)
Watch out for
Starter is one user with 30 posts per profile and 5 AI credits a month, and the pricing page says no social sets, users or AI credits can be added to it
Approvals and the Social Inbox start at Growth; Custom Analytics, competitor benchmarking and priority support need Scale
No X, Bluesky, Reddit, Mastodon or Google My Business, and YouTube means Shorts only
Pinterest analytics cover only Pins scheduled through Later, follow each Pin for two weeks after it posts and look back 3 months on every paid plan (the Free plan has none)
The Social Inbox handles direct messages for Instagram and Facebook only
Later’s own pages disagree on the annual discount, SSO, Pinterest click tracking, tag collection on Starter, media storage and size limits, 2FA and whether Starter can buy AI credits
G2’s page for Later returned a verification wall when we tried to read it on 23 and 24 October 2026, so no G2 score appears here
Refunds are case by case at Later’s sole discretion, and annual plans renew automatically
Its Trustpilot profile showed 1.4 out of 5 from 352 reviews when we read it on 23 October 2026
Key features
Feature
What it does
Scheduling and auto publish
Schedules to Instagram, Facebook, TikTok, Threads, YouTube Shorts, Pinterest, LinkedIn and Snapchat, with auto publish on all eight (Instagram needs a business or creator account and TikTok a business account). One post can go to up to 10 profiles at once and be customised for each. Notification publishing is offered for Instagram and TikTok.
Visual Instagram Planner
Drag, drop and preview photos, carousels, Stories and Reels before they post. On every plan, including Free, though Free cannot schedule carousels or Stories.
Pinterest scheduling
Image and video Pins to public boards, captions up to 500 characters, and click tracking on the Pin’s link (on every paid plan in the pricing table and the help center’s Analytics Data by Plan article, Growth and up in the plan reference and the Pin-scheduling articles). Video Pins are web-only and need a Pinterest business account in an eligible country.
Link in Bio
One page per social set, with linked Instagram and TikTok posts, banners, email collection through Mailchimp or CSV and Mavely affiliate links. Paid plans add custom SEO data and can remove the Later branding, which stays on the Free page.
AI Caption Writer and Ideas
Runs on credits: 1 credit makes 1 caption or 3 ideas, with 5, 50 or 100 credits a month on Starter, Growth and Scale. Caption Writer is English-only and Ideas is a desktop-only beta.
Best Time to Post and Smart Scheduling
Best Time to Post for Instagram, Facebook and TikTok on every paid plan, needing a business or creator profile on Instagram and TikTok. Multi-profile Best Times and Smart Scheduling with Future Trends start at Growth.
Analytics
Platform analytics look back up to 3 months on Starter, 1 year on Growth and 2 years on Scale. Scale adds Custom Analytics across Instagram, Facebook, TikTok, Pinterest and Threads, Meta Ads Analytics and Competitive Benchmarking for up to 20 competitors.
Social Inbox
Growth and up. Direct messages for Instagram and Facebook, and comments for Instagram, Facebook and TikTok.
Collaboration and approvals
Growth and up. Internal and external approvals; external reviewers need no Later account, review links expire after 7 days, and approvals do not cover Instagram Stories. Scale adds an in-app notification center.
UGC collection
Collects Instagram media you are mentioned in (Growth and up) or tagged in (Growth and up on the pricing page, which marks Collect by Tags No on Starter; the help center’s plan reference ticks Starter) for Instagram business and creator profiles, plus contributor submissions from Growth.
Media integrations
Canva and Dropbox work on every plan. The help center lists Zapier, HubSpot and ClickUp as unsupported.
For Pinterest-led work, compare analytics depth: Later’s Pinterest analytics cover only Pins scheduled through Later, follow each Pin for two weeks after it posts and look back 3 months on every paid plan (the Free plan has none).
Compare network coverage: Later supports eight platforms, its help center lists Bluesky, Mastodon and Reddit as unsupported, and X is in neither of its current platform lists.
Compare the inbox: Later’s Social Inbox starts at Growth and handles DMs for Instagram and Facebook only, plus comments for Instagram, Facebook and TikTok.
Compare Instagram planning: Later’s Visual Instagram Planner is on every plan, while First Comment and user and location tags need a paid plan and Shop product tagging needs Growth.
Compare team pricing: Later’s Scale plan, pitched as enterprise-level analytics without the enterprise contract, is $82.50 a month billed yearly for 4 users and 6 social sets.
Compare analytics history: Later keeps platform analytics for 3 months on Starter, 1 year on Growth and 2 years on Scale, and Custom Analytics is Scale-only.
Yes, in a limited form: Later’s help center lists a Free plan, and its cancellation article says a cancelled paid plan goes back to the free plan, though the pricing page shows only Starter, Growth and Scale, each with a 14-day free trial (Later’s feature pages say no credit card is required). The help center describes the Free plan as aimed at creators: 12 posts per profile per month, no AI credits, one YouTube Short a month, a calendar limited to two weeks back and forward, a Link in Bio page and introductory analytics. Trials are not available to accounts that have already had a trial or a paid plan.
How much does Later cost?
Starter is $18.75 a month billed yearly or $25 billed monthly, Growth $37.50 or $50, and Scale $82.50 or $110, in USD with taxes extra. Over a year that is $225, $450 or $990 on yearly billing, against $300, $600 or $1,320 paying monthly. Annual plans are billed once a year and renew automatically. Subscriptions bought in the iOS app are handled by Apple in local currency, without add-ons, coupons or the non-profit discount.
What is a social set?
A group of connected profiles holding up to one profile from each supported platform: Instagram, Facebook, TikTok, Pinterest, LinkedIn, YouTube, Threads and Snapchat. Starter includes 1 set (8 profiles), Growth 2 (16) and Scale 6 (48). Growth and Scale can add sets at $15 a month each on monthly billing, shown as $11.25 on yearly billing.
How does Later’s post limit work?
Limits are per social profile per month, not per social set: 30 on Starter, 180 on Growth and unlimited on Scale, and 12 on Free according to the help center. Reels, Stories and carousels all count, a post counts when it is scheduled rather than when it publishes, and drafts count too. With one Instagram and one TikTok profile on Starter you get 30 posts on each, 60 in total.
How well does Later handle Pinterest?
It schedules image and video Pins that post automatically, to public boards only, with captions up to 500 characters, and Later says it is a Pinterest Marketing Partner with exclusive API access for scheduling video Pins. Video Pins need a business account in the U.S., Canada, UK, Ireland, Australia or New Zealand, are scheduled from the web app only and wait 24 to 48 hours for Pinterest’s review. Analytics cover only Pins scheduled through Later, follow each Pin for two weeks after it posts and look back up to 3 months on every paid plan.
Does Later post to X, Bluesky or long-form YouTube?
Not according to its current pricing page and help center. The supported platforms are Instagram, Facebook, TikTok, Threads, YouTube Shorts, Pinterest, LinkedIn and Snapchat; the help center lists Bluesky, Reddit, Mastodon, Tumblr and Google My Business as unsupported and says long-form YouTube videos are not supported. Later’s Pinterest scheduler page does name X among the platforms you can schedule to, but X appears in neither current list.
What do Later’s AI credits buy?
Credits power Caption Writer and Ideas: one credit generates one caption or three ideas. Starter includes 5 a month, Growth 50 and Scale 100, and Free none. Credits reset on the 1st of each month at midnight UTC, Caption Writer works in English only, and Ideas is desktop-only and in beta. Extra credits cost $5 a month per 100 on monthly billing; the pricing page says Starter cannot add them, while the help center’s plan reference lists credit add-ons on all current paid plans.
Can I get a refund from Later?
Only at Later’s discretion. Its terms say refund requests for subscriptions may be considered case by case and granted in Later’s sole discretion, and subscriptions renew automatically. If you subscribed through the iOS app, refunds must be requested from Apple.
Does Later offer a non-profit discount?
Yes. Qualified non-profits get 50% off the annual Growth plan, which works out to $225 a year from the $450 yearly price. The help center says the discount applies to annual Growth plans signed up for on desktop.
Later ratings on other platforms
Independent user ratings from third-party review sites, linked here for transparency.
These are not our editorial score, are captured on the date shown, and may have changed since.
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Book a demo
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Verified deal
14-day free trial on every paid plan, no credit card required per Later’s feature pages; yearly billing is 25% off (3 months free), and qualified non-profits get 50% off annual Growth.
Free. Creators add data-ref with the referral id from their creator page to be credited for the clicks they send. The card updates when we re-verify and never changes a score.
Tailwind schedules Pins, finds Pinterest keywords and drafts new Pins with AI; new accounts are Pinterest-only. Start free with no credit card, using a one-time set of trial actions.
Affiliate link: OfficeBooks may earn a commission if you buy, at no cost to you. It opens Tailwind’s standard homepage, with no extra discount, and it never changes a score or a ranking.
Affiliate link: OfficeBooks may earn a commission if you buy, at no cost to you. It never changes a score or a ranking.
