Later is best known as a visual Instagram planner, and today it sells a broader scheduler for eight networks, a link-in-bio page, a social inbox, analytics and social listening. It is also part of a bigger company: Later runs an enterprise influencer platform and a creator affiliate network under the same brand. This review is about Later Social, the self-serve scheduler most small teams will buy.
We cover what Later Social does, what each plan includes, what it costs for a real team, where it is limited and who it suits. Product and pricing facts come from Later’s own pricing page, product pages and press releases, checked on 7 October 2026. Later’s help center was behind a bot check, so a few details come from search summaries of help articles, and we label those as lower confidence.
Key Takeaways
- What it is: a social media scheduler with a visual planner, Link in Bio, a Social Inbox, AI captions, analytics and, on the top plan, social listening.
- Pricing: three plans sold by social set, where one set holds one profile on each of 8 networks. Starter 25, Growth 50 and Scale 110 per month on monthly billing, or 18.75, 37.50 and 82.50 on annual billing.
- Post caps: Starter allows 30 scheduled posts per profile per month, Growth 180, and Scale is unlimited.
- Networks: Instagram, Facebook, TikTok, Pinterest, LinkedIn, YouTube Shorts, Threads and Snapchat. X support ended on 28 August 2025.
- Gaps: no Bluesky, Mastodon or Google Business Profile, a Social Inbox only for Instagram, Facebook and TikTok, and listening that covers only Instagram and TikTok.
- Reputation: 4.5 out of 5 on G2 from 384 reviews for Later Social, praised for ease of use and the visual calendar.
Later at a Glance
| Details | |
|---|---|
| Type | Social media scheduler with Link in Bio, inbox, analytics and listening |
| Company | Later, part of a group that includes Later Influence and Later Creator |
| CEO | Scott Sutton, since 2024 |
| Backer | Summit Partners |
| Networks | Instagram, Facebook, TikTok, Pinterest, LinkedIn, YouTube Shorts, Threads and Snapchat |
| Pricing basis | Plan with social sets, users and a monthly post limit per profile |
| Entry paid price | Starter, 18.75 per month billed annually, or 25 billed monthly |
| Free plan | Not shown on the pricing page. See the note below |
| Free trial | 14 days |
| Mobile app | iOS and Android |
| Support | Basic on Starter and Growth, priority with a 12-hour response on Scale |
What Is Later?
Later started as a hackathon project in Vancouver and became popular as a visual planner where you drag photos into a calendar grid and see how your Instagram feed will look. It later added TikTok, Pinterest, Facebook, LinkedIn, YouTube, Threads and Snapchat, plus a link-in-bio page that began life as Linkin.bio. Later’s own site does not give a founding year for the scheduler, so we do not state one.
The company has since changed. Later merged with Mavrck in 2024 to become one brand, acquired the affiliate network Mavely for 250 million dollars in January 2025, and renamed it Later Creator in September 2026. Its CEO is Scott Sutton and Summit Partners is its investor. Later says over 7 million people use it, a figure from its own marketing pages that we cannot verify.
Later has also repositioned itself from a scheduling tool toward creator intelligence, and its press releases emphasize enterprise growth. That does not change how the self-serve plans work today, but it is worth knowing about the direction of the company.
Key Features of Later
1. Planner, scheduling and publishing
The core of Later Social is a visual planner. One calendar covers every connected network, with drag and drop, drafts, saved captions, media editing and unlimited media storage. Later says you can schedule to up to 10 profiles at once. Best Time to Post covers Instagram, TikTok and Facebook on every plan, and multi-profile best times and Smart Scheduling with Future Trends start on Growth.
Later auto-publishes to Instagram (Business and Creator), Facebook, TikTok, LinkedIn, Pinterest, YouTube, Threads and Snapchat, and uses notification publishing for Instagram and TikTok when you need native features such as music or stickers. YouTube is limited to Shorts. Instagram first comments, location tags and user tags are available on every plan, and Instagram product tagging starts on Growth.
The post limit is the thing to understand. Plans count scheduled posts per profile per month, and Reels, Stories and carousels all count. Starter allows 30 per profile, Growth 180 and Scale is unlimited. Later’s own example is a Starter account with one Instagram and one TikTok profile, which gets 30 on each, 60 in total.
Networks have changed. Later ended X support: no new X connections after 30 July 2025 and posts stopped publishing on 28 August 2025. Later does not support Bluesky, Mastodon or Google Business Profile, and some Later landing pages still mention X, which is outdated copy. We could not confirm bulk CSV upload on Later’s pages.
2. Teamwork and approvals
Growth and Scale add the team features: content approvals with internal and external reviewers who do not need a login, post comments and an activity log, calendar notes, a shareable calendar, custom roles and permissions, and unlimited access groups. Starter has one access group and no approvals. On Growth and Scale you can also collect user-generated content by tags and mentions. Later does not document multi-step approval chains, and members can request approval but cannot approve.
3. Link in Bio
Link in Bio is included on every plan. It builds a landing page for Instagram, TikTok (which needs 1,000 or more followers) and Snapchat profiles, with unlimited buttons, linked posts, banners, email collection, Google Analytics and SEO fields. Later’s help center says it has a free tier with a Later banner and shorter click history, but the pricing page does not show a free plan.
4. Social Inbox
Social Inbox replaced Later’s older Conversations feature. It handles Instagram and Facebook direct messages, plus comments on Instagram, Facebook and TikTok, and lets teams assign and track conversations. It is on Growth and Scale only, and Free and Starter can only preview it. We found no inbox support for LinkedIn, YouTube, Threads or Snapchat, and no documented auto-reply feature. Account owners cannot restrict individual members’ access to the inbox.
5. AI Caption Writer and Ideas
Later’s AI Caption Writer launched in 2023, learns your tone from past posts and uses one credit per generation. Each plan includes a monthly credit pool: 5 on Starter, 50 on Growth and 100 on Scale. Credits reset on the first of each month. Extra packs of 100 credits are available on Growth and Scale. Later does not state its AI model provider or its data policy, so we do not claim either.
6. Analytics and social listening
Analytics history depends on the plan: 3 months on Starter, up to 1 year on Growth and up to 2 years on Scale for Instagram, TikTok, Facebook and Threads. Pinterest analytics stay at 3 months on every plan. Scale adds Custom Analytics with cross-platform filters and shareable reports, Meta Ads Analytics, and the social listening tools: Competitive Benchmarking (up to 20 competitors), Future Insights, Brand Health and Brand Mentions.
Later says its listening currently pulls data from Instagram and TikTok only. LinkedIn, YouTube and Snapchat analytics are not listed in Later’s plan comparison, so assume they are limited or absent.
7. Later Influence and Later Creator
Later Influence is the enterprise influencer marketing platform, formerly Mavrck, sold as self-service, managed or hybrid programs with quote-based pricing. Later Creator is the affiliate and creator commerce network formerly called Mavely. Both are separate products from Later Social and are priced separately.
8. Mobile app, extension, integrations and security
Later has iOS and Android apps and a Chrome extension that saves images to your media library, which Later’s help center labels as legacy. Integrations on Later Social include Canva and Dropbox for media, plus connections to the networks themselves. We could not confirm a public API or Zapier support. Two-factor authentication is on every account. We could not read Later’s trust center, so we do not claim SOC 2, ISO 27001 or enterprise single sign-on.
What Each Later Social Plan Includes
| Feature | Starter | Growth | Scale |
|---|---|---|---|
| Price per month, monthly or annual billing | 25 or 18.75 | 50 or 37.50 | 110 or 82.50 |
| Social sets (8 profiles each) | 1 | 2 | 6 |
| Users | 1 | 2 | 4 |
| Scheduled posts per profile per month | 30 | 180 | Unlimited |
| AI credits per month | 5 | 50 | 100 |
| Link in Bio | Yes | Yes | Yes |
| Approvals, comments and calendar sharing | No | Yes | Yes |
| Social Inbox | No | Yes | Yes |
| UGC collection by tags and mentions | No | Yes | Yes |
| Add-ons for extra sets, users and credits | No | Yes | Yes |
| Analytics history | 3 months | Up to 1 year | Up to 2 years |
| Custom Analytics and Meta Ads Analytics | No | No | Yes |
| Competitive benchmarking and listening | No | No | Yes |
| Support | Basic | Basic | Priority, 12-hour response |
Later Pricing
| Plan | Price | What is included |
|---|---|---|
| Starter | 25 per month monthly, 18.75 annual | 1 social set, 1 user, 30 posts per profile per month, 5 AI credits, Link in Bio, 3 months of analytics |
| Growth | 50 per month monthly, 37.50 annual | 2 social sets, 2 users, 180 posts per profile, 50 AI credits, approvals, Social Inbox, UGC tools, add-ons |
| Scale | 110 per month monthly, 82.50 annual | 6 social sets, 4 users, unlimited posts, 100 AI credits, Custom Analytics, listening, benchmarking, priority support |
Later’s pricing page opens on the yearly view, so the headline prices of 18.75, 37.50 and 82.50 are annual-billing rates, about 25 percent off. Monthly billing costs 25, 50 and 110. A social set is one profile on each of the eight supported networks, so a Starter plan can cover one Instagram, one TikTok, one Facebook page and so on. Starter has no add-ons. On Growth and Scale an extra social set costs 15 monthly or 11.25 annual, and an extra user costs 5 monthly or 3.75 annual.
| Team scenario | Plan | Monthly cost, monthly or annual billing |
|---|---|---|
| 1 person, 1 set | Starter | 25 or 18.75 |
| 2 people, 2 sets | Growth | 50 or 37.50 |
| 3 people, 2 sets | Growth plus 1 extra user | 55 or 41.25 |
| 3 people, 3 sets | Growth plus 1 user and 1 set | 70 or 52.50 |
| 4 people, 6 sets | Scale | 110 or 82.50 |
What Users Say About Later
On G2, Later Social scores 4.5 out of 5 from 384 reviews as of 7 October 2026, and Later Influence scores 4.5 from 469 reviews. This is third-party opinion, not our own testing, and some reviews are tagged as incentivized.
| What reviewers praise | What reviewers criticize |
|---|---|
| Easy, user-friendly interface | Publishing limitations and missing features |
| Visual calendar and scheduling across platforms | Scheduling issues and linking issues |
| Link in Bio | Cannot customize each post in a bulk schedule |
| Best time to post | Limited analytics on lower plans |
Review sites outside G2 are harsher. Trustpilot reviewers complain mainly about automatic renewals, refunds and cancellation, but we could not read that page directly, so treat it as an indication rather than a measurement. Check the cancellation and refund terms before you pay for an annual plan.
Later Pros and Cons
Later Pros
- Easy visual planner with drag and drop
- Link in Bio on every plan
- Eight networks with auto-publish for most
- Social Inbox with team assignment from Growth
- AI caption writer with a monthly credit pool
- Competitive benchmarking and listening on Scale
- iOS and Android apps
- 14-day free trial
Later Cons
- X support ended in August 2025
- No Bluesky, Mastodon or Google Business Profile
- Starter and Growth cap posts per profile each month
- Inbox and approvals start at 50 a month
- Social Inbox covers only Instagram, Facebook and TikTok
- Listening covers only Instagram and TikTok
- Users on third-party sites report billing and renewal complaints
- Free plan and trial terms are unclear
Who Should Use Later?
| If you are… | Fit | Why |
|---|---|---|
| A solo creator on Instagram and TikTok | Strong | Starter covers one set of 8 profiles |
| A small business with a small team | Good | Growth adds approvals and a shared inbox for two users |
| A brand that cares about Instagram feed planning | Strong | The visual planner is Later’s core strength |
| An agency with many clients | Fair | Sets and users are limited, and there is no client portal |
| A team that relies on X or Bluesky | Weak | Neither is supported |
| A customer care team | Weak | The inbox covers only Instagram, Facebook and TikTok |
Later Alternatives
| Alternative | Choose it if | Pricing basis |
|---|---|---|
| Buffer | You want per-channel pricing and a free plan | Per channel |
| Hootsuite | You want a broader suite with more networks | Per user |
| Sprout Social | You want deeper reporting and customer care tools | Per seat |
| Agorapulse | You want an inbox on every plan | Per user |
Read our Buffer review, our Hootsuite review or our Sprout Social review for a closer look, and see all of them side by side in our social media management tools guide.
How to Get Started With Later
- Step 1. Start the trial. Sign up on Later’s website and pick a plan. The trial lasts 14 days.
- Step 2. Connect your profiles. Add the networks you use in one social set.
- Step 3. Plan your feed. Drag your media into the calendar and schedule posts for the best times.
- Step 4. Build your Link in Bio. Link your top posts and add your buttons.
- Step 5. Check the limits. Count your scheduled posts per profile against the plan cap.
- Step 6. Decide on a plan. Add up users and sets, and check whether you need the inbox.
Final Verdict
Later is a polished, easy planner that is strongest for visual brands on Instagram and TikTok. Its Link in Bio, Social Inbox and AI tools are useful, and the price per set is clear. Its limits are the monthly post caps on lower plans, the end of X support, narrow inbox and listening coverage, and unclear free-plan terms.
Choose it if your work is mostly Instagram, TikTok and Pinterest and you value a visual calendar. Skip it if you rely on X, Bluesky or Google Business, or if you need a full customer care inbox. Try the 14-day trial with your real accounts and compare it with the others in our guide to the best social media management tools.
To get more from the planner, learn how to schedule Instagram posts on the AiGrow blog.
Later Review FAQs
What is Later?
Later is a social media scheduler with a visual planner, Link in Bio, a Social Inbox, analytics and listening. It is part of a company that also sells Later Influence and Later Creator.
How much does Later cost?
Later Social costs 25, 50 and 110 per month for Starter, Growth and Scale on monthly billing, or 18.75, 37.50 and 82.50 per month on annual billing.
Does Later have a free plan?
Later’s pricing page shows none, while its help center describes a free plan. Check at signup. A 14-day free trial is offered.
Which networks does Later support?
Instagram, Facebook, TikTok, Pinterest, LinkedIn, YouTube Shorts, Threads and Snapchat. X support ended on 28 August 2025.
Does Later support X?
No. Later ended X support on 28 August 2025, and posts scheduled afterwards do not publish.
What is a social set on Later?
A social set is one profile on each supported network, up to eight profiles, so one plan seat can cover several networks.
Does Later have a unified inbox?
Yes, Social Inbox on Growth and Scale. It covers Instagram and Facebook DMs and comments on Instagram, Facebook and TikTok.
Does Later have AI?
Yes. The AI Caption Writer uses one credit per generation, with 5, 50 or 100 credits per month by plan.
Is Later good for agencies?
It can work for small agencies, but sets and users are limited and there is no client portal, so larger agencies often look at other tools.
What do users say about Later?
On G2, Later Social scores 4.5 out of 5 from 384 reviews as of 7 October 2026. Reviewers praise ease of use and scheduling and mention publishing limits and missing features.
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