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.
In this comparison, we break down Later vs Metricool across pricing, features, platform support, user reviews, and real-world fit — so you can pick the tool that matches your workflow. Looking at more tools? 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: 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.
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.
Who Should Use Later?
If Later is on your shortlist, you may also want to see our top alternatives to Later before committing.
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.
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
A Better Alternative to Both
If Later's credit limits feel restrictive and Metricool's creative tools feel basic, there's a middle ground.
PostPlanify combines clean scheduling with AI image generation, Canva integration, and unlimited AI usage — at a flat monthly rate.
| 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) |
| Platforms Supported | 8 | 9+ | 9 |
PostPlanify starts at $19/month for 3 accounts with unlimited scheduling and AI tools included. The Premium plan at $99/month includes unlimited accounts, unlimited team members, approval workflows, and analytics. See all plans on the PostPlanify pricing page.
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 30 posts per profile and no free plan. Metricool is cheaper at every tier.
Does Later have a free plan?
No. Later discontinued its free plan. It now offers a 14-day free trial on paid plans. Metricool still offers a free plan with 1 brand, 50 posts per month, and 5 competitor profiles.
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. The transition is straightforward. The biggest difference you'll notice is Metricool's stronger analytics and competitor tracking but less emphasis on visual content planning.
Which supports more social media platforms?
Metricool supports 9+ platforms (including Google Business Profile and Twitch). Later supports 8 platforms. Metricool has wider coverage, though Later includes all major platforms.
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+.
