If you’re pricing out tools for more than one brand’s social accounts, you have probably run into Later‘s most confusing habit. The pricing page shows a clean number like $18.75 a month, billed annually, and then the plan itself won’t let you add another social media profile without upgrading the whole thing.
That’s because Later prices its plans by social set, a bundle of profiles, not a flat account count. That changes the math the moment you add a second brand, a teammate, or more social media posts. Most later pricing coverage online repeats the three headline numbers and stops there. It rarely shows what happens once you need a fourth profile on the cheapest plan, what the annual discount is actually worth in dollars, or how the same budget compares against a tool that doesn’t bundle profiles at all.
If you’re weighing Later against a flatter alternative, that comparison is exactly what this guide is built to answer. It works from Later’s own current pricing and then runs the math that Later’s pricing page doesn’t spell out. We also compare that same capacity against SocialPilot’s flat per-tier pricing, so you can see what the same monthly budget buys somewhere else.
Later's Current Plans, Verified Directly From the Source
Later sells three paid tiers: Starter, Growth, and Scale. Figures below are from Later’s pricing page.
| Plan | Billed Monthly | Billed Annually | Social Sets (Profiles) | Users | Posts Per Profile | AI Credits |
| Starter | $25.00/month | $18.75/month | 1 (8 profiles) | 1 | 30/month | 5/month |
| Growth | $50.00/month | $37.50/month | 2 (16 profiles) | 2 | 180/month | 50/month |
| Scale | $110.00/month | $82.50/month | 6 (48 profiles) | 4 | Unlimited | 100/month |
Prices last checked on Later’s pricing page and help center on September 25, 2026.
A social set is one profile from each platform Later supports: Instagram, Facebook, TikTok, Pinterest, LinkedIn, YouTube, Threads, and Snapchat. That’s eight profiles in a single set, and every plan’s profile count is a multiple of that number.
Starter
Starter is built for one person running one brand. That’s roughly one post a day if you’re only active on a single platform. Starter includes:
- 1 social set (8 profiles) and 1 user
- 30 scheduled posts per profile each month
- 5 AI credits a month
- 3 months of stored analytics
- Link in Bio landing page
- Basic customer support
Later’s own help documentation is specific about how that post count actually works, and it’s a detail worth knowing before you hit the ceiling. The 30-post limit applies per profile, not per social set as a whole. If you run one Instagram account and one TikTok account on Starter, you get 30 scheduled posts for the Instagram profile and a separate 30 for TikTok, 60 total across the two. Reels, Stories, and carousels all count the same way, and a post counts the moment it’s scheduled, not when it actually goes live.
Growth
Growth is the plan Later’s own page marks as most popular, and the jump makes sense on paper. Growth includes:
- 2 social sets (16 profiles) and 2 users
- 180 scheduled posts per profile a month, up from 30
- 50 AI credits a month, up from 5
- 1 year of stored analytics, up from 3 months
- A shared social inbox
- Internal and external approval workflows
- User-generated content collection
- Custom roles and permissions
The jump from Starter mostly buys collaboration tools and headroom for a second person, since a solo operator posting to one brand rarely needs a shared inbox or approval workflows.
Scale
Scale removes the posting cap entirely and pushes profile capacity up to 48 across six social sets. Scale includes:
- 6 social sets (48 profiles) and 4 users
- Unlimited scheduled posts, no monthly cap
- 100 AI credits a month
- 2 years of stored analytics, up from 1 year
- Meta ads analytics
- Competitive benchmarking against other accounts
- Future industry insights that flag trending hashtags and topics before they peak
- Brand health and brand mentions tracking
- Priority support
Four user seats come included, and you can add more at $3.75 a month each, billed annually.
What Happened to the Enterprise Tier?
If you’re searching for Later enterprise pricing, Later’s pricing page lists no Enterprise plan. Later did sell one until July 1, 2025, which it treated as legacy plans (Later Help Center). Older roundups sometimes still mention this fourth “Enterprise” tier, but that tier is not on Later’s current pricing page.
The live page shows exactly three cards: Starter, Growth, and Scale. Scale’s own tagline leans into this directly, describing itself as built for enterprise-level analytics without the enterprise contract, which reads like a deliberate signal that Scale is meant to replace what an Enterprise plan used to cover.
The headline prices above only tell part of the story. What actually determines your bill is how many social sets, users, and AI credits you need once your real usage outgrows the plan you started on.
Monthly vs. Annual Billing (the 25%-Off Lever)
Later’s pricing page defaults to showing annual pricing, because paying annually saves 25% compared to paying monthly, and Later frames this as three months free rather than a straight percentage.
| Plan | Monthly Billing | Annual Billing | Yearly Savings |
| Starter | $25.00/month ($300/year) | $18.75/month ($225/year) | $75/year |
| Growth | $50.00/month ($600/year) | $37.50/month ($450/year) | $150/year |
| Scale | $110.00/month ($1,320/year) | $82.50/month ($990/year) | $330/year |
That gap widens with every tier you move up, so the annual discount matters more the bigger your plan gets. A team on Scale that switches from monthly to annual billing keeps an extra $330 a year.
Monthly billing still has a place, even at that discount. A brand testing whether Later’s posting cap fits its actual output, or an agency onboarding one new client at a time, might not want to lock in a year of payment before finding out whether the plan they picked still fits in month three. The 25% savings only pays off if you’re confident you’ll stay at that tier for the full year, since switching plans mid-cycle on an annual contract isn’t as simple as adjusting a monthly bill.
Growth and Scale both let you buy more capacity without jumping to the next tier, and the add-on rates are identical across both plans.
| Add-On | Monthly Billing Rate | Annual Billing Rate |
| Extra Social Set | $15.00/month each | $11.25/month each |
| Extra User | $5.00/month each | $3.75/month each |
| Extra 100 AI Credits | $5.00/month for 100 AI Credits | $3.75/month for 100 AI Credits |
Starter is the one plan where extra social sets, users, and AI credits are not available at all. If you’re on Starter and need a second brand’s profile, a second teammate, or more than five AI credits a month, the only path is upgrading to Growth. There’s no add-on button waiting for you the way there is on the two plans above it.
Here’s what that means once you actually run the numbers for how many social sets a real setup needs, using annual billing throughout:
| Social Sets Needed | Cheapest Path | Monthly Cost |
| 1 | Starter (1 set included) | $18.75 |
| 2 | Growth (2 sets included) | $37.50 |
| 3 | Growth + 1 extra set | $48.75 |
| 4 | Growth + 2 extra sets | $60.00 |
| 5 | Growth + 3 extra sets | $71.25 |
| 6 | Growth + 4 extra sets (or Scale) | $82.50 |
Look closely at that last row. Growth with four extra social sets bought as add-ons costs exactly $82.50 a month, the same price as Scale’s base plan, which already includes six sets, four users, unlimited posts, and two years of analytics history. Past three extra social sets, staying on Growth and buying add-ons stops making sense. At 4 additional social sets, Scale gives you the same set count for identical money, plus everything else that comes bundled with it.
Is Later Still Free?
Yes, in a limited form. Later’s pricing page only shows the three paid plans, but Later’s help centre documents a Free plan with 1 social set, 12 scheduled posts per profile a month, no AI credits, and no Instagram Stories or carousels. Each paid plan also comes with a 14-day free trial.
What the Free Trial Actually Includes
The trial isn’t a stripped-down preview. The trial runs 14 days on whichever paid plan you pick. Use it to test your real posting volume, the AI credit allowance, and the analytics depth before you commit to a monthly or annual bill. If Starter’s 30-post cap or Growth’s collaboration tools are the deciding factor for your team, the trial period is long enough to find out before you pay.
Once the 14 days end, continuing means picking one of the three paid tiers and getting billed at whichever rate you selected, monthly or annual.
Correcting the Record: There Is No 'Advanced' or 'Agency' Plan
Older roundups, including earlier versions of pricing guides, still list “Advanced” and “Agency” plans as part of Later’s lineup. Neither name matches anything on Later’s current pricing page. The real lineup, today, is exactly three tiers: Starter, Growth, and Scale.
It’s an easy mix-up to make. Other social media tools genuinely do sell plans called Advanced or Agency, and pricing information gets copied and recombined across enough sites that names from one tool bleed into descriptions of another.
According to Later Help Center’s plan availability document, even Later had an Advanced plan, alongside Basic and Enterprise, until it moved to the current lineup on July 1, 2025. Customers who joined before then may still be on one of those legacy plans, but new sign-ups can only choose Starter, Growth or Scale. We found no Later source for a plan called Agency.
If Later’s per-set structure is the part that gave you pause, especially once you started running the add-on math from the last section, the natural next question is what the same money buys elsewhere. SocialPilot’s current pricing runs on a flat per-tier model instead. Each plan includes a set number of individual social accounts and a set number of users, with small per-unit add-ons only once you exceed what’s included, and no bundling by platform to work around.
| Plan | Monthly Billing | Annual Billing | Accounts | Users |
| Essentials | $30.00/month | $25.50/month | 7 | 1 |
| Standard | $50.00/month | $42.50/month | 15 | 3 |
| Premium | $100.00/month | $85.00/month | 25 | 6 |
| Ultimate | $200.00/month | $170.00/month | 50 | Unlimited |
SocialPilot prices last confirmed September 15, 2026.
SocialPilot lets you add extra accounts for $4 a month each on every tier, and extra users for $5 a month each on Standard and Premium. Essentials is capped at one user with no way to add another, the same way Later’s Starter blocks every add-on entirely, and SocialPilot’s Ultimate plan already includes unlimited users, so there’s nothing left to add there either.
The two companies also discount annual billing at different rates, which is easy to miss if you only glance at one price and not the other. Later takes 25% off for paying yearly, while SocialPilot’s annual discount runs 15%.
Matching tier names side by side won’t tell you much on its own, since the two companies count capacity differently. What actually matters is comparing real usage at a real price, which is what this table lines up directly.
| Later Plan & Price | SocialPilot Plan & Price | What Changes at This Level |
| Starter, $18.75/month, 1 social set (8 profiles), 1 user, no add-ons available | Essentials, $25.50/month, 7 accounts, 1 user, extra accounts at $4/month each | Later’s entry plan costs less but caps hard at one social set with no way to add a single extra profile; SocialPilot costs more upfront but lets you add exactly the accounts you need |
| Growth, $37.50/month, 2 social sets (16 profiles), 2 users | Standard, $42.50/month, 15 accounts, 3 users | Later includes one more profile, sixteen against fifteen, but SocialPilot includes a third user seat at only $5 more a month |
| Scale, $82.50/month, 6 social sets (48 profiles), 4 users, unlimited posts | Premium, $85.00/month, 25 accounts, 6 users | Later gives nearly double the profile count, but SocialPilot includes two more users for about the same price |
| No Enterprise tier currently published | Ultimate, $170.00/month, 50 accounts, unlimited users | SocialPilot has a clear ceiling-lifting tier for teams that outgrow Premium; Later’s current lineup stops at Scale |
Every SocialPilot figure above comes from its own confirmed current pricing page. Also, Later has a limited Free plan (though not provided on their pricing page) and SocialPilot has none, but both offer a 14-day trial on paid plans. SocialPilot’s trial needs no credit card.
Running a SocialPilot vs Later comparison this way, tier by tier at matching capacity, shows where the money actually goes instead of just lining up two homepage numbers next to each other.
Why Later's Per-Set Model Changes the Math for Multi-Brand Use
The real difference between these two pricing models shows up the moment you manage more than one brand. A social set, by Later’s own definition, is one profile from each supported platform, not eight interchangeable slots you can fill however you like. If your first set already has an Instagram profile tied to Brand A, a second brand’s Instagram profile has to come from a second social set, even if that new set’s other seven slots sit empty.
Here’s what that looks like with real brands attached to it. Say Brand A posts to Instagram, Facebook, and TikTok, and a second brand you just picked up only needs its own Instagram profile. That’s four profiles total, but Brand A already claimed the Instagram slot in your first social set.
| Scenario | Later | SocialPilot |
| Brand A on Instagram, Facebook, and TikTok, plus a second brand needing only Instagram (4 profiles total) | Starter can’t fit the second brand at all, since its one social set has no Instagram slot left, and no add-ons are available. Growth ($37.50/month billed annually) covers it, since its two included sets have room for both brands’ profiles | Essentials ($25.50/month billed annually) covers all four accounts individually, since none of them need to sit inside a shared bundle |
SocialPilot counts individual accounts instead, with no platform bundling involved. Adding a single new account for a new client costs a flat $4 a month on any tier, regardless of which platform it’s on or how many profiles you’re already running.
So, if you’re one person running one brand on most of those eight platforms, Later’s bundling works fine, since one set already covers you. But if you’re an agency adding clients one platform at a time, SocialPilot is the better choice. You pay $4 for exactly the one account you need, instead of $11.25 (billed annually) to $15 (billed monthly) for a whole social set where seven of the eight slots sit empty.
What Actually Determines Which Later Plan You Need
Strip away the feature lists, and two numbers decide which plan actually fits: how many social sets your brands require, and whether your posting volume fits inside the cap on Starter or Growth.
Here’s how the social set count plays out as you add brands. Starter gives you one social set, enough for one brand across most of the eight platforms. Starter can’t add a second set at any price, so the moment you take on a second brand, you have to move up to Growth.
Growth already includes two social sets, so that second brand doesn’t cost you anything extra. It’s only when you add a third brand that you face a real choice: pay for an extra social set on Growth, or move up to Scale, which comes with six sets built in. Posting frequency and team size matter too, but social set count is usually what actually pushes you to the next tier.
Here is what each plan costs per profile, using Later’s annual prices:
| Plan | Monthly Price (Annual Billing) | Profiles Included | Cost Per Profile |
| Starter | $18.75 | 8 | $2.34 |
| Growth | $37.50 | 16 | $2.34 |
| Scale | $82.50 | 48 | $1.72 |
Starter and Growth cost the exact same per profile. So moving up to Growth isn’t about cheaper profiles, it’s about the collaboration tools, the higher posting cap, and the extra AI credits you get at that same per-profile price.
Scale is where the price per profile drops, to $1.72. Buying the same 48 profiles as Growth plus 4 extra sets also costs $82.50, so Scale’s edge is the extra users, unlimited posts and 2 years of analytics, not a lower price.
When the Jump to Scale Is Worth It
Scale is worth it once you need six social sets. Below that, Growth costs less. At six, the two cost the same, and Scale gives you more for the money.
Growth costs $37.50 a month billed annually and includes 2 social sets. Each extra set costs $11.25 a month. Three extra sets (5 in total) bring Growth to $71.25, still $11.25 under Scale. The fourth extra set takes you to 6 sets and exactly $82.50, the same as Scale. The same break-even holds on monthly billing: Growth at $50 plus four extra sets at $15 each comes to $110, which is Scale’s monthly price.
Adding users doesn’t move the break-even point. Growth includes 2 users and Scale includes 4, and an extra user costs $3.75 a month billed annually on either plan. That makes Scale’s two extra seats worth $7.50 a month. Even with those counted, 5 social sets and 4 users on Growth cost $78.75, still less than Scale. Once you reach 6 sets, the extra seats tip the balance. For example, 6 sets and 4 users on Growth cost $90.00, $7.50 more than Scale.
On price alone, the rule is simple. Under 6 social sets, stay on Growth. At 6 or more, move to Scale.
The features can justify moving up earlier. Scale is worth paying extra for below 6 sets if you’ll actually use what Growth doesn’t have:
- Unlimited posting, instead of Growth’s cap of 180 posts per profile a month
- 2 years of stored analytics instead of 1
- Competitive benchmarking, Meta ads analytics and brand mentions tracking
If none of those matter to you and your social media accounts fit inside Growth with an add-on or two, stay on Growth.
How We Verified This Data
We checked every Later figure against Later’s own pricing page and help center documents. That covers the tiers, both billing cycles, social set counts and add-on rates
Where a claim couldn’t be independently confirmed, including the exact origin of any “Advanced” or “Agency” plan naming found elsewhere, we said so rather than repeating it as settled fact.
Every SocialPilot figure comes from a direct check of SocialPilot’s own current pricing page, covering all four tiers, both billing cycles, and the published add-on rates for extra accounts and extra users.
The numbers settle most of the open questions this guide set out to answer. Later pricing today runs from $18.75 to $82.50 a month billed annually across three tiers, with a limited Free plan and no Enterprise plan.
A solo creator running one brand pays close to the sticker price. A second brand, a second teammate, or a busier posting schedule pushes that number higher, and how much higher depends entirely on how many social sets and users you end up adding.
Go for Later if you are a solo-creator and visual, Instagram-first planning is your main workflow, or if you’re an agency managing 6 or more social sets and you will genuinely use Scale’s competitive benchmarking, Meta ads analytics, or future industry insights.
Go for SocialPilot if you are an agency managing more than one brand or client and don’t want to buy a whole extra social set for one more profile, you need more users included at a lower price point, or you want the bill to grow in flat, predictable steps as you add accounts.
Run the math yourself based on how many profiles you actually need and let that number guide you in making the right choice.
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