Later and Metricool both target creators and small teams, but with very different strengths. Later is built around visual content planning for Instagram and TikTok, while Metricool leans into analytics, competitor tracking, and reporting. Choosing between Later or Metricool comes down to whether you prioritize visual scheduling or data-driven insights.
This Later vs Metricool 2026 comparison answers that by examining pricing at real-world usage levels, features you'll use every day, and what hundreds of verified user reviews say about each platform. Need help finding the best social media management platform for your workflow? Browse all social media scheduling alternatives.
Later vs Metricool at a Glance
Here's a quick side-by-side overview before we dive deeper:
| Category | Later | Metricool |
|---|---|---|
| Starting Price | $25/mo (1 Social Set) | $0/mo (free plan) |
| Free Plan | No (14-day trial) | Yes (1 brand, 50 posts/mo) |
| Platforms Supported | 8 | 9+ |
| Unlimited Scheduling | Scale plan only ($110/mo) | Yes (Starter+, Fair Use) |
| AI Tools | AI content tools (credit-based) | AI social media assistant |
| AI Image Generation | No | No |
| Competitor Analysis | Scale plan only | Yes (5-100 competitors) |
| Team Collaboration | Growth plan ($50/mo) | Advanced plan ($54/mo) |
| Approval Workflows | Growth plan | Advanced plan |
| Analytics | 3 months to 2 years | 3 months to Unlimited |
| Canva Integration | No | Yes (Starter+) |
| G2 Rating | 4.5/5 (347 reviews) | 4.5/5 (83 reviews) |
| Trustpilot Rating | 1.3/5 (329 reviews) | 4.2/5 (519 reviews) |
| Best For | Visual-first Instagram/TikTok creators | Analytics-driven teams and agencies |
Later Overview
Later is a visual-first social media platform built around content planning and scheduling. Originally focused on Instagram, it has expanded to support multiple platforms while keeping its visual calendar at the core.
Later supports 8 platforms: Instagram, Facebook, LinkedIn, Pinterest, X/Twitter, TikTok, YouTube, and Threads.
Key features:
- Visual content calendar and media library
- AI content tools with monthly credit system
- Link in Bio page
- Social inbox (Growth+)
- UGC collection (Growth+)
- Smart Scheduling with Future Trends
- Competitive benchmarking (Scale)
Later targets creators and brands that prioritize visual content planning, especially on Instagram and TikTok. Read real user reviews of Later from G2 and Trustpilot.
Metricool Overview
Metricool is a social media analytics and scheduling platform built around data. It combines publishing tools with deep competitor analysis, reporting, and a link-in-bio builder — making it a strong choice for data-driven teams and agencies.
Metricool supports 9+ platforms and makes it easy to manage multiple accounts from one dashboard: Instagram, Facebook, LinkedIn, X/Twitter, TikTok, YouTube, Pinterest, Threads, Google Business Profile, and Twitch.
Key features:
- Competitor analysis (5-100 profiles)
- Customizable PDF and PPT reports
- AI social media assistant
- Link-in-bio builder (multiple profiles)
- Google Drive and Canva integration
- Unlimited analytics history (Starter+)
- Looker Studio connector and API (Advanced)
Metricool targets agencies and analytics-focused teams that need deep reporting, competitor tracking, and brand-based pricing. Read real user reviews of Metricool from G2 and Trustpilot.
Pricing Comparison
Later and Metricool use different pricing models — Later charges per Social Set, Metricool charges per brand. Metricool also offers a free plan, which Later does not.
Later Pricing
Later uses Social Set pricing — each set bundles one profile per platform. See the full Later pricing breakdown for details.
| Plan | Price | Social Sets | Users | Key Features |
|---|---|---|---|---|
| Starter | $25/mo | 1 (8 profiles) | 1 | 30 posts/profile, 5 AI credits, 3-month analytics |
| Growth | $50/mo | 2 (16 profiles) | 2 | 180 posts/profile, 50 AI credits, approvals, inbox |
| Scale | $110/mo | 6 (48 profiles) | 4 | Unlimited posts, 100 AI credits, custom analytics |
Example costs:
- 1 Social Set on Starter = $25/month
- 2 Social Sets on Growth = $50/month
- Extra Social Sets = $15/month each
Metricool Pricing
Metricool uses per-brand pricing that scales with the number of brands you manage. See the full Metricool pricing breakdown for details.
| Plan | Price | Brands | Key Features |
|---|---|---|---|
| Free | $0/mo | 1 | 50 posts/mo, 5 competitors, 3-month analytics |
| Starter | From $22/mo | Up to 10 | Unlimited posts, 100 competitors, PDF/PPT reports, Canva |
| Advanced | From $54/mo | Up to 50 | Team management, approvals, API, Looker Studio |
| Custom | Custom | Unlimited | White label, dedicated manager |
Example costs:
- 5 brands on Starter = $22/month
- 10 brands on Starter = $38/month
- 15 brands on Advanced = $54/month
Price Verdict
Metricool is cheaper across the board. Metricool has a free plan; Later does not. Metricool's Starter at $22/month gives you unlimited scheduling and 100 competitor profiles — Later's comparable Growth plan costs $50/month with just 180 posts per profile and no competitor analysis.
Later's add-on costs (extra Social Sets at $15/month, extra AI credits at $5/month) make it significantly more expensive at scale.
PostPlanifyManage All Your Social Accounts Without the Chaos
Schedule posts, track performance, and collaborate with your team.
Feature Comparison
Scheduling & Publishing
| Feature | Later | Metricool |
|---|---|---|
| Unlimited scheduling | Scale plan only ($110/mo) | Yes (Starter+, Fair Use) |
| Post limits (free/starter) | 30 posts/profile | 50 posts/month (free) |
| Best time to post | Yes (Smart Scheduling) | No |
| First comment scheduling | No | No |
| Content calendar | Yes (visual) | Yes |
| Bulk scheduling | No | No |
| Draft saving | Yes | Yes |
Winner: Metricool — unlimited scheduling from $22/month vs $110/month on Later. Later's Smart Scheduling with trend-based timing is a nice feature, but the post limits on Starter and Growth are restrictive.
AI Tools
| Feature | Later | Metricool |
|---|---|---|
| AI caption generation | Yes (credit-based) | Yes (AI assistant) |
| AI image generation | No | No |
| AI post ideas | Limited by credits | Yes |
| AI credits system | 5-100 credits/month | No credit limits |
Winner: Metricool — no credit limits on AI usage. Later's credit system (5 credits on Starter, 50 on Growth, 100 on Scale) restricts how much AI you can use, and extra credits cost $5/month per 100.
Analytics & Reporting
| Feature | Later | Metricool |
|---|---|---|
| Basic analytics | All plans | All plans |
| Analytics history | 3 months to 2 years | 3 months (free) to Unlimited |
| Competitor analysis | Scale only ($110/mo) | Yes (5 free, up to 100) |
| Custom reports | Scale only | Yes (Advanced) |
| PDF/PPT reports | Scale only | Yes (Starter+) |
| Looker Studio connector | No | Yes (Advanced) |
| API access | No | Yes (Advanced) |
Winner: Metricool — competitor analysis starts on the free plan, unlimited analytics history from Starter, and PDF/PPT reports from $22/month. Later locks competitive benchmarking and custom analytics behind the $110/month Scale plan.
Team Collaboration
| Feature | Later | Metricool |
|---|---|---|
| Multiple users | Growth+ (2-4 users) | Advanced plan |
| Approval workflows | Growth plan | Advanced plan |
| Custom roles | Growth plan | Advanced plan |
| External approvals | Growth plan | No |
| Client management | No | Advanced plan |
Winner: Tie. Later offers external approval workflows on Growth ($50/mo), useful for client-facing teams. Metricool offers client management on Advanced ($54/mo). Similar pricing, different strengths.
Content & Creative Tools
| Feature | Later | Metricool |
|---|---|---|
| Link in Bio | Yes | Yes (multiple profiles) |
| Media library | Yes (visual-first) | Basic |
| UGC collection | Growth+ | No |
| Canva integration | No | Yes (Starter+) |
| Google Drive import | No | Yes (Starter+) |
Winner: Tie. Later has a stronger visual media library and UGC collection. Metricool has Canva and Google Drive integration. Depends on your workflow.
Platform Support
| Platform | Later | Metricool |
|---|---|---|
| Yes | Yes | |
| Yes | Yes | |
| X/Twitter | Yes | Yes (add-on on some plans) |
| Yes | Yes (Starter+) | |
| TikTok | Yes | Yes |
| YouTube | Yes | Yes |
| Yes | Yes | |
| Threads | Yes | Yes |
| Google Business | No | Yes |
| Twitch | No | Yes |
Winner: Metricool — supports 9+ platforms including Google Business Profile and Twitch. Later supports 8 platforms. However, Metricool requires an add-on for X/Twitter on some plans and LinkedIn requires the Starter plan.
What Real Users Say
Later Reviews
G2: 4.5/5 (347 reviews) — Users appreciate the ease of use, scheduling features, and multi-platform support. Top complaints include limited features, publishing limitations, and Instagram-specific restrictions.
Trustpilot: 1.3/5 (329 reviews) — Very low rating with widespread complaints about unexpected charges, difficulty canceling subscriptions, and denied refunds.
Metricool Reviews
G2: 4.5/5 (83 reviews) — Users highlight multi-platform support, centralized management, and ease of use. Complaints mention poor customer support, scheduling issues, and the platform being expensive at scale.
Trustpilot: 4.2/5 (519 reviews) — Notably high Trustpilot rating. Users consistently praise Metricool's customer service responsiveness, ease of use, and the intuitive interface. Metricool replies to 100% of negative reviews.
Review Verdict
Both score identically on G2 (4.5/5), but the Trustpilot gap is massive. Metricool's 4.2/5 from 519 reviews vs Later's 1.3/5 from 329 reviews is the biggest difference in this comparison. Later's billing and cancellation complaints are a serious red flag.
Review counts are as of February 2026 and are updated periodically.
PostPlanifyManage All Your Social Accounts Without the Chaos
Schedule posts, track performance, and collaborate with your team.
Who Should Use Later?
If Later is on your shortlist, you may also want to see our top alternatives to Later before committing. Also compare Later with Buffer, Hootsuite, Publer, and Sprout Social. Later remains one of the most popular visual-first social media scheduling tools for creators in 2026.
Later is the better choice if you:
- Are a visual-first creator focused on Instagram and TikTok
- Need a visual content calendar and media library
- Want UGC collection tools built in
- Need external approval workflows for client work
- Prefer Smart Scheduling with trend-based timing suggestions
Who Should Use Metricool?
If Metricool sounds right, check out our best alternatives to Metricool for other options. Also compare Metricool with Buffer, Hootsuite, Publer, and Sprout Social. Metricool stands out as one of the most analytics-focused social media management tools available in 2026.
Metricool is the better choice if you:
- Are an agency or data-driven team that needs deep analytics and reporting
- Want competitor analysis tracking up to 100 profiles
- Need PDF/PPT report generation for clients
- Want Canva and Google Drive integration built in
- Need API access and Looker Studio for custom dashboards
- Want a free plan to get started without commitment
Final Verdict: Later vs Metricool in 2026
Later and Metricool serve overlapping audiences but excel in different areas. Your choice depends on whether you value visual content planning or analytics-driven insights more.
Later wins on: visual content calendar, media library, UGC collection, Link in Bio, and Instagram-first creator workflows.
Metricool wins on: competitor analysis, analytics depth, PDF/PPT reporting, free plan availability, Canva integration, and overall value for money.
The bottom line: Metricool offers more features at a lower price for most users. If visual planning is your top priority, Later has the edge. For a different approach entirely, explore our full list of social media scheduling alternatives.
Scheduling Without the Fine Print
Later limits your AI to a credit system. Metricool charges per brand. Both add friction as you grow. PostPlanify keeps it simple: unlimited scheduling, unlimited AI-powered captions, AI image generation, and Canva integration on every paid plan. No credits to ration, no brand limits to hit.
| Feature | Later | Metricool | PostPlanify |
|---|---|---|---|
| Starting Price | $25/mo | $0/mo (free) | $19/mo flat |
| AI Caption Generation | Yes (credit-based) | Yes | Yes (unlimited) |
| AI Image Generation | No | No | Yes |
| Canva Integration | No | Yes | Yes |
| Google Drive Import | No | Yes | Yes |
| Competitor Analysis | $110/mo plan only | Yes (free+) | No |
| Unlimited Scheduling | $110/mo plan only | Starter+ (Fair Use) | All paid plans |
| Approval Workflows | $50/mo | $54/mo | $99/mo (Premium) |
| Social Inbox | Growth+ (basic) | No | Yes |
| Platforms Supported | 8 | 9+ | 9 |
PostPlanify starts at $19/month for 3 accounts with unlimited scheduling and AI tools included. Analytics are included from the Growth plan ($49/month). The Premium plan at $99/month adds unlimited accounts, unlimited team members, and approval workflows. See all plans on the PostPlanify pricing page.
Get started free — see the difference
Related Guides
- How to Measure Social Media ROI
- Content Batching Guide
- How to Automate Social Media Posts
- Best Later Alternatives
- Best Metricool Alternatives
FAQ
Is Metricool cheaper than Later?
Yes. Metricool has a free plan and paid plans starting at $22/month with unlimited scheduling. Later starts at $25/month with only 30 posts per profile and no free plan. Metricool is cheaper at every tier. The gap widens as you scale: Later's Growth plan costs $50/month for 180 posts per profile, while Metricool's Starter at $22/month already includes unlimited posts. For more affordable scheduling tools, see our full comparison guide.
Does Later have a free plan?
No. Later discontinued its free plan and now offers only a 14-day free trial on paid plans. Metricool still offers a permanent free plan with 1 brand, 50 posts per month, and 5 competitor profiles, making it a better starting point for creators on a budget. If having a free tier is important, check our list of the best social media management platforms that offer free plans.
Which has better analytics — Later or Metricool?
Metricool has significantly better analytics. Competitor analysis starts on the free plan (5 profiles), with unlimited analytics history, PDF/PPT reports, and Looker Studio integration on paid plans. Later locks competitive benchmarking and custom analytics behind the $110/month Scale plan.
Can I switch from Later to Metricool?
Yes. You can reconnect your social accounts to Metricool and start scheduling right away. The transition is straightforward since both platforms support the same core networks. The biggest differences you'll notice are Metricool's stronger analytics, competitor tracking, and Canva integration, but less emphasis on visual content planning and no UGC collection tools. Your posting history won't transfer, but your connected profiles and future content will work seamlessly.
Which supports more social media platforms?
Metricool supports 9+ platforms including Google Business Profile and Twitch, while Later supports 8 platforms. Metricool has wider coverage, which is especially useful for businesses that need to manage multiple accounts across niche networks. Later includes all the major platforms most creators need, but lacks Google Business Profile and Twitch support. If platform coverage is a top priority, Metricool has the edge.
Is Later good for agencies?
Later can work for small agencies, but the post limits on Starter (30/profile) and Growth (180/profile) are restrictive. Add-on costs for extra Social Sets and AI credits add up. Metricool's brand-based pricing and competitor analysis make it better suited for agencies. Both Metricool and PostPlanify offer more agency-friendly pricing.
Which has better customer support — Later or Metricool?
Based on Trustpilot ratings, Metricool (4.2/5 from 519 reviews) has dramatically better customer support than Later (1.3/5 from 329 reviews). Later's low score is driven by billing disputes and difficulty canceling subscriptions.
Does Later have competitor analysis?
Only on the Scale plan at $110/month. Metricool includes competitor analysis starting from the free plan (5 competitors) up to 100 competitors on Starter+. This is one of the biggest feature gaps between the two tools. If tracking competitor performance and benchmarking your analytics matters to your strategy, Metricool is the clear winner since you can start competitor tracking without paying anything.
Is Later or Metricool better for Instagram?
Later is generally the better pick for Instagram-focused workflows. It was originally built as an Instagram scheduling tool and retains strong visual planning features like a drag-and-drop content calendar, media library, Link in Bio, and UGC collection. Metricool supports Instagram publishing and analytics well, but its strength lies in cross-platform reporting rather than Instagram-specific creator tools. If Instagram is your primary platform, Later's visual-first design gives you a better daily experience.
What is the best alternative to both Later and Metricool?
PostPlanify is a strong alternative if Later feels too limited and Metricool's per-brand pricing gets expensive at scale. PostPlanify starts at $19/month with unlimited scheduling, AI caption generation, AI image generation, and Canva integration on every paid plan. Unlike Later, there are no post limits or credit caps. Unlike Metricool, pricing is flat rather than per-brand. Browse our full list of social media scheduling alternatives for more options.
Does Metricool offer a visual content calendar like Later?
Metricool has a content calendar for scheduling posts, but it is not as visually focused as Later's. Later's calendar is built around a drag-and-drop media library where you can preview how your Instagram grid will look before publishing. Metricool's calendar is more functional and data-oriented, designed for managing posts across multiple brands rather than visual content curation. If visual grid planning is essential to your workflow, Later has the stronger calendar experience.
