An Intro to Using the Later App
Published by LaterWatch on YouTube
Updated Oct 5, 2026
Social Media Management
Later
Visual social media scheduler for Instagram and TikTok-led brands
From $18.75/mofree trial
Later at a glance
from our research
Visual social media scheduler for Instagram- and TikTok-led brands, creators and small teams
Plans count social sets, each holding one profile per platform, plus users, not individual profiles
Posts per profile are capped at 30 a month on Starter and 180 on Growth, and drafts count
Starter: $25 a month, or $18.75 a month billed yearly, for one user and one social set
Overview
What is Later?
Later Social is a social media management tool from Later, a company that also sells influencer marketing and social listening. Its About page says Mavrck bought Later in 2022 and the two united under the Later name in 2024. The tool schedules and publishes posts to Instagram, Facebook, TikTok, Threads, YouTube Shorts, Pinterest, LinkedIn and Snapchat, and it comes with analytics and a Link in Bio page.
Profiles are connected in social sets. Each set holds up to one profile per platform, so a set usually stands for one brand or client. Photos and videos go into a Media Library from a computer, a phone, Dropbox or Canva. A post is built in the Post Builder, set to publish automatically or through a phone notification, and placed on the calendar. Quick Schedule keeps a weekly pattern of time slots, and dropping a batch of media onto them schedules several posts at once. The Visual Instagram Planner lays out scheduled, draft and published posts as the profile grid and lets you reorder them by dragging. On Growth and Scale, teammates submit posts for approval and a Social Inbox handles Instagram and Facebook DMs and comments plus TikTok comments.
Later runs in the browser and has iOS and Android apps, though the Social Inbox and approvals work on desktop only. Plans are flat monthly prices rather than charges per profile. Each one includes a set number of social sets and users and a monthly post limit per profile, and Growth and Scale can buy extra sets and users.
Our verdict on Later
Updated Oct 5, 2026Pricing checked Oct 5, 2026
Later suits Instagram-first brands, creators and small teams that plan by how the feed will look. None of the planning tools sits behind a paywall: the grid preview, Quick Schedule and a Link in Bio page work on Free. On paid plans the bio page can tie each Instagram post to as many as five links, so it works like a clickable copy of the feed. Because pricing counts social sets rather than profiles, one brand on Instagram, TikTok, Facebook and Pinterest costs the same as one brand on Instagram alone.
Post limits are what to plan around. Starter allows 30 posts per profile a month, about one a day, and Growth 180. A post counts as soon as it's scheduled, drafts count too, and Instagram Stories count toward the Instagram total. Replying to messages needs Growth, where the inbox is a desktop tool limited to Instagram, Facebook and TikTok, while competitor benchmarking, brand mentions and Meta ads data wait for Scale. Later's privacy notice also says it may use your content and engagement data to train its own AI models.
Starter costs $25 a month, or $18.75 a month billed yearly, for one user and one social set. Growth costs $50 a month, or $37.50 billed yearly, for two users and two sets, plus approvals and the inbox. Scale costs $110 a month, or $82.50 billed yearly, for four users, six sets and unlimited posts. On Growth and Scale, extra sets cost $15 a month and extra users $5 a month on monthly billing; Starter can't add either. So a freelancer with one brand fits on Starter, a second person or a second brand means Growth, and a third brand on Growth adds $15 a month.
Choose Later when Instagram and TikTok carry the work and the look of the grid matters. Buffer suits someone who posts more than once a day per profile, since its paid plans allow unlimited scheduled posts within a fair-use cap, from $6 per channel a month or $5 billed yearly. Metricool suits anyone who answers messages on more networks: its inbox also covers LinkedIn, YouTube and Google reviews, and Starter costs $25 a month, or $20 billed yearly, for up to five brands.
Written by Lokesh Kapoor
Pros & cons
Later pros and cons
What it does well
- Free plan includes the grid planner and a Link in Bio page, with 12 posts per profile a month
- One social set covers a profile on each of eight platforms for a single plan price
- Paid plans can attach up to five links to each Instagram post on the Link in Bio page
- Growth lets outside reviewers comment on posts through a share link, without a Later account
Where it falls short
- Starter allows one user and one social set, with no option to add more of either
- Social Inbox starts on Growth, works on desktop and covers Instagram, Facebook and TikTok
- Plans are non-refundable, and the 14-day trial needs a card and converts unless cancelled
Editor's assessment from vendor documentation and published pricing
Pricing
Later pricing
Later's paid plans start at $18.75/month, below the $20 median across the 5 tools in our Social Media Management ranking. A free plan is available, and you can test it on a 14-day free trial.
Free
$0
Free plan
For one person
- 1 social set (up to 8 profiles)
- 12 posts per profile per month
- Visual Instagram planner
- Link in Bio page
- 1 user
Usage: One user and one social set, with 12 scheduled posts per profile a month (drafts count). The calendar shows two weeks back and ahead, there are no AI credits, and Instagram, Facebook and TikTok analytics aren't included.
Starter
$18.75/mo
per month, 1 social set included
or $25/mo billed monthly
For one person
- 1 social set (8 profiles) and 1 user
- 30 posts per profile per month
- 5 AI credits a month
- Analytics, 3 months of history
- Link in Bio
Usage: A flat plan price, not per profile: it covers one social set (one profile per supported platform) and one user. $25 a month, or $18.75 a month when billed yearly ($225 billed once a year); extra social sets and users aren't offered on Starter.
Growth
$37.50/mo
per month, 2 social sets included
or $50/mo billed monthly
- 2 social sets (16 profiles), 2 users
- 180 posts per profile per month
- Collaboration and approvals
- Social inbox for DMs and comments
- Analytics, 1 year of history
Usage: A flat plan price that covers two social sets and two users. $50 a month, or $37.50 a month when billed yearly ($450 billed once a year); extra social sets and users are add-ons.
Scale
$82.50/mo
per month, 6 social sets included
or $110/mo billed monthly
- 6 social sets (48 profiles), 4 users
- Unlimited posts per profile
- Custom analytics and Meta Ads analytics
- Competitive benchmarking and brand mentions
- Priority support
Usage: A flat plan price that covers six social sets and four users. $110 a month, or $82.50 a month when billed yearly ($990 billed once a year); extra social sets and users are add-ons.
Checked against Later (Latergramme Media)'s pricing page on October 5, 2026 · see the full breakdown
Capabilities
Later features
Checked against the same feature list as every other tool in its category.
Publishing
- Included:Approval workflowsRoute posts for internal or client sign-off before they publish.Growth plan and up
- Included:Bulk schedulingUpload many posts at once from a spreadsheet or media batch.Media batches via Quick Schedule
- Included:Instagram first commentAutomatically posts hashtags or links as the first comment.Paid plans only
- Included:Link-in-bio pageHosted landing page linking profile traffic to your content and products.
- Included:Multi-network schedulingQueue posts across every connected network from one calendar.
- Included:Reels & TikTok publishingDirect publishing of short-form video rather than a push notification reminder.
- Included:Visual content calendarDrag-and-drop calendar showing the published grid as followers will see it.
Engagement
- Not included:Saved replies & automationCanned responses and rules for routine comment and message handling.
- Included:Social listeningMonitors mentions and keywords beyond your own accounts.Scale plan only; Instagram and TikTok
- Included:Unified inboxComments and messages from every network in one queue with assignment.Growth plan and up; three networks only
Measurement
- Included:Competitor benchmarkingCompare your performance against named competitor accounts.Scale plan only; Instagram only
- Included:Cross-network analyticsPerformance across every network in one comparable view.Combined view on Scale plan only
- Included:Paid & organic togetherAd performance alongside organic in the same reporting view.Scale plan only; boosted Meta posts only
- Included:Scheduled client reportsBranded reports generated and emailed on a schedule.Scale plan only; chart-by-chart emails
Ecosystem
Later integrations
- TikTok
- Shopify
- Canva
- Google Analytics
Videos
Watch Later in action
Product walkthroughs from Later's own YouTube channel.
How to Schedule Social Media Posts Across Every Platform (2026 Guide)
Published by LaterWatch on YouTube
Alternatives
Top Later alternatives
Tools that do the same job, from the same category.
Buffer
Best for small businesses and solo marketers publishing to a handful of social accounts
Free plan
Metricool
Best for freelancers and small agencies reporting on organic and paid social for several brands
Free plan
Hootsuite
Best for marketing teams that manage organic posts and social ads in the same tool
From $99/mo
Fit check
Will Later fit your team?
Support
- Email support
- Live chat
- Knowledge base
Training
- Webinars
- Documentation
- Video tutorials
Deployment
- Web
- iOS
- Android
Typical users
- Freelancers
- Small businesses
- Mid-size companies
FAQs
Later FAQs
Written by our editorial team.
Is Later free?
Yes. Later's Free plan covers one user and one social set, with 12 posts per profile a month, drafts included. It has the Visual Instagram Planner, Quick Schedule and a Link in Bio page, but the calendar shows only two weeks back and ahead, there are no AI credits, and YouTube is limited to one Short a month. The Free plan isn't on the pricing page; Later's help center describes it. Paid plans start at $25 a month, or $18.75 a month billed yearly, on Starter. See Later pricing.
What is a social set in Later?
A social set is a group of profiles with up to one from each platform Later supports: Instagram, Facebook, Threads, Pinterest, TikTok, LinkedIn, YouTube and Snapchat. Starter includes one set, Growth two and Scale six. A second Instagram account needs a second set, even if the first set has empty slots, and each set gets its own Link in Bio page. Later presents a set as a way to organize one brand or client. Growth and Scale can add sets for $15 a month each, or $11.25 a month on yearly billing; Starter can't.
How do Later's post limits work?
Each plan caps the posts you can schedule per profile each month: 12 on Free, 30 on Starter, 180 on Growth and no limit on Scale. A post counts when it's scheduled, not when it publishes, a draft counts once, and Instagram Stories count toward the Instagram total. Deleting a scheduled post or a draft created that month gives the slot back. Counts reset on the 1st of every month at 12:00 AM UTC, whatever your renewal date. Moving up a plan is the way to get more.
Does Later use your content to train AI?
Yes, for its own models. Later's privacy notice says it may use your content, engagement data and platform interactions to train and improve its AI models, including the text, images and video you upload or link. It also says it never lets third-party AI systems use personal information to train models. Later's terms say you keep the rights to your content and grant Later a license to use and display it on the service. The AI features, Ideas and Caption Writer, run on monthly credits: one credit makes one caption or three ideas.
Can you get a refund from Later?
Generally no. Later's refund policy says its plans are non-refundable, with exceptions reviewed case by case and possibly subject to early termination fees. Cancelling keeps the paid features until the billing cycle ends; after that, scheduled posts above the Free plan's volume won't publish, and you're asked to remove extra users and social sets. The 14-day trial needs a credit card and turns into a paid plan unless you cancel before it ends. Subscriptions bought in the iOS app follow Apple's refund policy.
Sources & methodology
Product details come from Later (Latergramme Media)'s public website and documentation (Canada). Every plan and price was checked against the vendor's pricing page on October 5, 2026. We haven't tested this product hands-on; the verdict is a desk assessment. How we research and rank tools
- Founded 2014
- 1 language supported
- later.com
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