You open four tabs to check Metricool pricing and get four different numbers. One says $22 a month. One says $18. One says $54 for 50 brands. None of them tell you whether that’s the annual rate or the monthly one, and none mention that X and advanced analytics cost extra on every paid plan.
None of those numbers is what Metricool charges today.
They disagree for two reasons. Metricool doesn’t have one price per plan, it charges in steps by how many brands you connect, and most write-ups flatten that into a single figure. And the prices changed in early 2026, so plenty of pages are still quoting figures that were correct a year ago.
Every number below comes from Metricool’s pricing page, at both the annual and monthly settings. Where Metricool doesn’t publish something, this page says so rather than filling the gap with a guess.
Here’s what Metricool costs, what the add-ons cost on top, and what the same money buys elsewhere.
Metricool Pricing Plans, Verified Directly From the Source
Before the numbers make sense, one word has to: brand.
In Metricool, a brand is one business, one client, or one location. Inside a brand you can connect one profile per network. One Instagram, one Facebook, one TikTok, one LinkedIn, and so on. Two Instagram accounts for the same company means two brands. Five retail locations with their own Google Business Profiles means five brands, because Metricool ties one brand to one location.
That’s the whole pricing model. Metricool doesn’t charge per user or per social profile. It charges per brand, and it charges in steps.
This is where most pricing pages go wrong. They quote the lowest price in a tier and pair it with the highest brand count in that tier. Those two things never go together. Starter isn’t one price. Advanced isn’t one price. Each has multiple price points inside it.
Here is the full ladder in US dollars, both billing periods, as Metricool’s own pricing page currently shows it:
| Plan | Brands | Annual billing (per month) | Monthly billing (per month) |
| Free | 1 | $0 | $0 |
| Starter | Up to 5 | $20 | $25 |
| Starter | Up to 10 | $36 | $45 |
| Advanced | Up to 15 | $53 | $67 |
| Advanced | Up to 25 | $85 | $107 |
| Advanced | Up to 50 | $159 | $210 |
| Custom | 50+ | Contact sales | Contact sales |
Two things to hold onto. Annual billing is the default view on Metricool’s page, and it’s the cheaper column. The page labels the saving as up to 24%. And every figure above excludes VAT. Metricool states this directly: the prices shown don’t include applicable VAT, which gets calculated before you sign.
Free, $0 a Month for One Brand
The free plan is real and permanent, which is a genuine part of why people pick Metricool. It’s also narrower than most write-ups suggest.
You get one brand. You can schedule 20 social media posts per month and keep 30 days of analytics history. You can analyze five competitor profiles, and you get five AI credits per brand per month.
Both of those allowances used to be considerably better. Until the end of 2025 the free plan carried 50 posts a month and three months of analytics history, which is why plenty of write-ups still quote those numbers. The posting allowance was cut by 60% and the history by two thirds, in the same change that raised the paid prices.
The bigger limit is which networks you can connect. Metricool’s own wording: manage all your brands’ social networks except LinkedIn and Twitter. Both are locked on free. LinkedIn opens up at Starter. X never becomes free. It’s a paid add-on on every tier, which we’ll get to.
Who it works for: one person, one brand, posting a few times a week, who wants to see whether the analytics are worth paying for. Twenty social media posts is roughly five a week. If you publish daily across three networks, you’ll hit the ceiling in the first ten days.
Starter, From $20 a Month Annually and Tiered by Brand Count
Starter is two prices, not one.
Up to 5 brands costs $20 a month billed annually, or $25 billed monthly. Up to 10 brands costs $36 a month billed annually, or $45 billed monthly. That’s an 80% jump between the two annual steps, which is the part a single flat figure hides completely.
What the money removes:
- Posting cap goes to unlimited, subject to Metricool’s fair use policy
- Analytics history goes from 30 days to unlimited
- Competitor tracking goes from 5 profiles to 100
- LinkedIn connects
- PDF and PPT reports, SmartLinks link-in-bio pages, and Google Drive and Canva integration
- 20 AI credits per brand per month
What it doesn’t include matters more than the feature list suggests: no team members. Starter has no seats for anyone but you. Also missing:
- Post approval system
- Role management
- Client access
- API access
Metricool’s own feature matrix marks team members as unavailable on Starter, not limited. Unavailable.
So Starter is a solo plan that happens to manage up to ten clients. The moment a second person needs to log in, Starter stops being an option regardless of how many brands you have.
Advanced, From $53 a Month Annually and Tiered by Brand Count
Advanced is three prices.
Up to 15 brands costs $53 a month billed annually, or $67 monthly. Up to 25 brands costs $85 annually, or $107 monthly. The full 50 brands costs $159 a month billed annually, or $210 billed monthly.
That last number is the one worth sitting with. Figures near $54 circulate widely for 50 brands, which is what you get by reading Advanced’s “from” price as its ceiling. The real 50-brand price is $159 on annual billing and $210 on monthly, roughly three to four times higher.
What Advanced adds is the collaboration layer:
- Unlimited team members
- Client and team access scoped to specific brands, so a client sees their own data and nothing else
- Role management and a post approval system
- Customizable report templates
- The Looker Studio connector, which is how you get one report spanning several brands
- API access through Zapier, Make, and Metricool’s MCP server
It also unlocks complete Twitter/X analytics, but only if you’ve bought the X add-on, which is separate.
Custom, Contact Sales Above 50 Brands
Past 50 brands you’re quoted. What Custom adds:
- White labeling, which is the real trigger for most agencies rather than the brand count
- A dedicated account manager
- Custom AI credit allocations
- Direct integration work with your own systems
Metricool publishes no starting figure for Custom, so neither will we. White label is genuinely Custom-only. It isn’t available on Advanced at any brand count, whatever a comparison table tells you.
The Two Costs Metricool's Plan Tiles Don't Show You
Every price above is the base plan. Two capabilities most buyers assume are included are sold separately on every paid tier, one of them doubled over the summer, and almost no pricing page covers either properly. This is how people budget from the plan tile and then meet a bigger invoice.
| Add-on | Free | Starter | Advanced | Custom |
| X (Twitter) | Not available | $10/month per connected account | $10/month per connected account | $10/month per connected account |
| Advanced Analytics | Not available | From $12/month | From $36/month | From $36/month |
| Canva | Included | Included | Included | Included |
| White Label | No | No | No | Contact sales |
| Hashtag Tracker (X) | Not available | $25/day | $25/day | $25/day |
| Hashtag Tracker (Instagram) | Not available | $25/day | $25/day | $25/day |
The X add-on figure is the current rate. Accounts that had the add-on before July 2026 are grandfathered at $5 a month, explained below.
The X (Twitter) Add-On
$10 a month per connected account. Not per plan. Per account.
On the free plan you can’t connect X at all. On every paid tier you can, but only by buying the add-on, and the charge repeats for each X profile you connect. Without it, X doesn’t appear in your planner, your inbox, or your analytics. Metricool’s inbox comparison marks X with a footnote reading “Twitter/X add-on required,” and the analytics rows for Twitter carry the same mark.
Run the math on an agency shape. Ten clients on Starter costs $36 a month annually. If seven of those clients want X scheduled, that’s $70 a month on top. The real bill is $106, nearly triple the plan price, and the add-on is now the bigger line item.
This add-on doubled in July 2026, and there’s a catch in how Metricool handled it. Its help centre dates the current price to July 13, 2026: $10 a month per connected account, or $120 a year. It had been $5.
Anyone who already had X add-ons running before July 2026 keeps the old $5 rate, but only while they keep at least one. Metricool is explicit that removing all your X add-ons loses the legacy price permanently, and anything added afterwards is charged at the current rate. So a comparison page quoting $5 isn’t wrong, it’s quoting a price only existing customers still pay, and only for as long as they never drop to zero.
The Advanced Analytics Add-On
This one is tiered, and Metricool says so openly: pricing varies depending on the plan and the number of brands.
On Starter it starts at 10 € / $12 per month. On Advanced and Custom it starts at 30 € / $36 per month. Both are floors, not fixed rates. The more brands you carry, the higher it goes, and Metricool doesn’t publish the full scale.
What the add-on buys:
- Unlimited access to Metricool Studio and campaign dashboards
- Unlimited advanced AI reports
- Custom charts
- 30 days of historical data for advanced analytics, on any plan
What you get without it is deliberately partial. Starter has limited access to campaign dashboards and Metricool Studio. Advanced includes three campaign dashboards, two views, and five report versions, then asks you to pay for anything beyond that. Advanced and Custom do include Advanced Analytics free for the first 15 days, which functions as a taste rather than a trial.
So on Advanced at 25 brands, the honest running cost is $85 plus $36, or $121 a month on annual billing, before VAT and before a single X account is connected.
The Ones That Are Easy to Miss
Hashtag Tracker is billed by the day, not the month:
- Tracking a hashtag on X costs $25 per day
- Tracking one on Instagram costs $25 per day
- A week-long campaign hashtag on both platforms is $350
VAT sits on top of everything. Metricool states it’s calculated before signing, not shown in the listed price.
And the contract terms are worth reading before you commit, because Metricool’s legal terms are unusually direct about what the annual discount costs you. Three clauses matter:
Your plan “will be automatically extended for the same period as the previous contract” unless you tell Metricool otherwise before the cycle ends
“Refunds are not made for current billing cycles, whether monthly or yearly,” and the terms repeat the point for the X add-on specifically
You get “a withdrawal period of 15 calendar days from the date of the first contracting of any Metricool Plan,” and that right “does not apply to automatic renewals”
Metricool explains the trade plainly in the same document: annual billing is cheaper “because the Customer contracts Metricool with a one-year permanence.” So the 24% saving buys you a year you can’t refund out of, and the 15-day escape hatch only exists on your first purchase. Diarise the renewal date.
What Changed in Metricool's 2026 Pricing
If you priced Metricool a year ago and came back to it, the numbers moved. Here is what the earlier versions of Metricool’s pricing page show, checked against archived copies of the page itself rather than a third-party listing.
The Prices Rose Between December 2025 and April 2026
| Plan and brands | Then (annual / monthly) | Now (annual / monthly) | Annual change |
| Starter, 5 brands | $18 / $22 | $20 / $25 | +11% |
| Starter, 10 brands | $31 / $38 | $36 / $45 | +16% |
| Advanced, 15 brands | $45 / $54 | $53 / $67 | +18% |
| Advanced, 25 brands | $72 / $88 | $85 / $107 | +18% |
| Advanced, 50 brands | $139 / $172 | $159 / $210 | +14% |
Metricool’s pricing page carried the older figures as late as December 14, 2025, and the current ones by April 9, 2026. Annual rates went up 11% to 18%, monthly rates 14% to 24%. The tier structure and the brand breakpoints didn’t change, which is unusual: this was a straight price rise rather than a repackaging.
The Free Plan Lost More Than the Paid Plans Gained
The same change cut the free tier twice over. The monthly posting allowance went from 50 to 20, and analytics history went from three months to 30 days. In percentage terms that’s a steeper reduction than any paid increase on the list, and it’s the change most likely to matter if you were treating the free plan as a workable starting point.
Where the Circulating Figures Came From
This also explains the numbers that don’t match anything on the live page. $22 was Starter’s monthly rate for five brands. $54 was Advanced’s monthly rate for 15 brands. $18 was Starter’s annual rate for five brands. All three were accurate until early 2026, and all three ended up attached to the wrong brand count somewhere along the way.
So a page quoting $22 isn’t making it up. It’s quoting a real Metricool price from a year ago and pairing it with a capacity that price never bought.
Is Metricool Pricing Worth It?
Yes for one person running a handful of brands, where $20 a month buys more analytics than anything else at that price. It stops being obvious the moment you add a second person or a paid add-on, because both are priced separately from the plan.
The two sections below work through what the higher tiers actually buy and where the brand model compounds.
What the Higher Tiers Actually Buy You
The jump from Starter to Advanced isn’t about brands. It’s about people.
Starter gives you zero team seats. Advanced gives you unlimited ones, plus the scaffolding that makes multiple people workable: role management, brand-scoped client access, and a post approval system. For an agency, that single gap is usually what forces the upgrade, not running out of brands.
Advanced also turns on API access and the Looker Studio connector. If you report across several brands in one document, Looker Studio is the only route Metricool offers. Brands are siloed by design, and the connector is what stitches them back together.
The approval system is worth checking against your own workflow before you buy it, though. A verified G2 reviewer describes it as unfinished:
Post-by-post review links and feedback you have to go hunting for are the kind of thing that costs an agency hours a week, and it’s the exact capability the Advanced upgrade is sold on.
What Metricool does unusually well for the money is ads and web analytics in the same dashboard as organic. Facebook Ads, Google Ads, and TikTok Ads connect on every paid tier, as does web and blog analytics. Covering paid, organic, and site data in one place is unusual at this price, and if that combination is why you’re looking, the value case is strong.
Where the Brand-Model Pricing Adds Up Faster Than Expected
Three things compound, and none are visible on the plan tiles.
Duplicate profiles cost a full brand slot. Businesses that look like one line on your invoice can take up three or four slots, and nothing on the plan tile warns you before you cross into the next step.
The steps are steep. Going from 15 brands to 25 costs 60% more. Going from 25 to 50 costs 87% more. Adding your sixteenth brand doesn’t add a sixteenth of your bill. It moves you to the next step entirely.
Add-ons scale with accounts, not plans. X is $10 per connected account per month, forever. A 20-client roster where most want X scheduled can add $150 to $200 a month to an $85 plan.
Put together: an agency on Advanced at 25 brands, with 15 X accounts and the analytics add-on, is at $85 + $150 + $36 = $271 a month on annual billing, plus VAT. The plan tile says $85.
That isn’t hidden pricing. Every number is published. It’s just published in four different places.
If that total is higher than you budgeted for, the brand model itself is usually the reason, and tools that count social accounts instead of brands price the same roster differently. We keep a running list of Metricool alternatives worth comparing if you want to check a few against your own numbers before reading further.
Per-brand pricing isn’t the only model on the market. Most competing tools price per plan instead, bundling a set number of accounts, seats, and capabilities into one flat rate, which changes how the bill behaves as you grow.
Fair disclosure: you’re reading this on SocialPilot’s site. So here’s that comparison, with our own numbers stated as precisely as Metricool’s and taken from SocialPilot’s current pricing.
| Metricool | SocialPilot | |
| Entry paid | Starter, $20/mo annual ($25 monthly), 5 brands, no team seats, X and analytics add-ons extra | Essentials, $25.50/mo annual ($30 monthly), 7 social accounts, 1 user, no analytics |
| Small team | Starter, $36/mo annual ($45 monthly), 10 brands, still no team seats | Standard, $42.50/mo annual ($50 monthly), 15 accounts, 3 users, analytics included |
| Agency | Advanced, $85/mo annual ($107 monthly), 25 brands, unlimited seats, analytics add-on from $36 extra | Premium, $85/mo annual ($100 monthly), 25 accounts, 6 users, unlimited client seats, white-label reports included |
| Scale | Advanced, $159/mo annual ($210 monthly), 50 brands | Ultimate, $170/mo annual ($200 monthly), 50 accounts, unlimited users |
| Enterprise | Custom, quote only, adds white label and dedicated manager | Enterprise, quote only, adds API access, SSO, and dedicated manager |
| X access | $10/mo per connected account | Included |
| Advanced analytics | Add-on, from $12 or $36/mo depending on tier | Included from Standard |
| White label | Custom tier only | Reports from Premium |
| Free plan | Yes, 1 brand, 20 social media posts/month | No, free trial instead |
The agency row is the one to read twice. Both cost $85 a month on annual billing. At that price Metricool gives you 25 brands, unlimited seats, and analytics you still have to buy. SocialPilot gives you 25 accounts, 6 users, unlimited client seats, and white-label reporting in the base price.
Which is better depends on shape. If you manage 25 genuinely separate clients and only need one profile per network each, Metricool’s brand model is efficient and its ads dashboard has no direct equivalent here. If your 25 accounts are spread unevenly, with one client on six profiles and another on two, SocialPilot’s account-based counting costs less, because you aren’t paying a brand slot for every duplicate profile. Worth a look either way: the side-by-side feature comparison goes deeper than pricing alone.
Why a Flat Per-Tier Model Changes the Math as You Scale
The two companies aren’t priced differently by degree. They’re priced on different axes, and that’s what produces the divergence.
Metricool’s axis is brand count, with capability sold separately as add-ons. Your bill moves when you add a client, moves again when that client wants X, and again when you need real reporting. Three independent variables.
SocialPilot’s axis is the plan, with capability bundled in. Your bill moves when you cross an account or user threshold. One variable, and you can top up accounts or seats individually rather than jumping a tier.
The practical difference shows at the edges. Adding a 16th brand on Metricool moves you from $53 to $85, a $32 jump for one brand. Adding a 16th account on SocialPilot Standard is a single add-on charge, or you move up a tier when the math favors it.
Run the other direction and Metricool wins. One person, five brands, no X, no advanced reporting: $20 a month annually against $25.50 for Essentials, and Metricool’s version includes analytics that Essentials doesn’t. At the small end, Metricool is the cheaper tool, and no amount of comparison-table framing changes that.
What Actually Determines Which Plan You Need
Skip the tier names for a minute. Three questions decide your bill.
Brand Count Is the Real Cost Driver
Landing just above a step is expensive. Eleven brands costs the same as fifteen, at $53 annually. Twenty-six costs the same as fifty, at $159 annually. If you’re sitting at 26, consolidating a single brand saves $74 a month, or $888 a year, for a bit of account housekeeping.
That’s the most useful thing to know before you buy, and Metricool’s pricing page doesn’t state it.
When Team Features Justify the Jump to Advanced
There’s no middle option here. Starter has no team seats at all. Not one, not limited, none. Advanced has unlimited.
So the decision is binary. If anyone besides you needs to log in, draft, approve, or view a client dashboard, you’re on Advanced even at three brands, paying $53 a month annually because the seats are what you’re actually buying. The same jump carries approval workflows, role management, API access, and the Looker Studio connector, so if you need one of them you’re buying all of them.
Nonprofit and Custom Pricing Paths
Metricool’s nonprofit page confirms eligible organizations get a discount and directs you to email the team, but publishes no percentage, no eligibility criteria, and no list of qualifying plans. Coupon sites quote 40% to 50%; neither figure appears on any Metricool-owned page, so ask directly. SocialPilot’s nonprofit path works the same way, with a 501(c)(3) or equivalent document required and no published rate.
Custom has no starting price either. The trigger is usually white labeling rather than brand count, since white label isn’t available on Advanced at any size, so branded client dashboards mean a sales conversation whether you run 10 brands or 60.
How We Verified This Data
Every figure in this piece has a traceable origin. Here’s the audit trail.
| Claim | Source | Method | Status |
| Plan prices, add-on prices, and plan limits | Metricool’s pricing page | Read across all four annual, monthly, EUR and USD views, with the add-ons grid and feature matrix mapped column by column to the plan headers | Confirmed |
| Auto-renewal, refund, and withdrawal terms | Metricool’s legal terms | Clauses quoted verbatim | Confirmed |
| Metricool nonprofit discount exists | Metricool’s nonprofit page | Read from the vendor’s own page | Confirmed that it exists, percentage not published |
| Metricool nonprofit discount percentage | Coupon and aggregator sites only | Search | Not confirmed, not published here |
| SocialPilot plan prices and limits | SocialPilot’s pricing page and its machine-readable pricing doc | Both read against the US-served page | Confirmed, US pricing |
| SocialPilot nonprofit discount and 501(c)(3) requirement | SocialPilot’s help centre | Read from the published policy | Confirmed that it exists, percentage not published |
| G2 reviewer quote | A verified G2 review | Quoted as published | Confirmed |
| Earlier prices and free-plan limits | Archived copies of Metricool’s own pricing page from December 2024 through August 2026 | Each archived version read in full | Confirmed against the vendor’s page, not a third-party listing |
Three notes on what that process caught.
We traced the stale figures rather than dismissing them. Instead of assuming the circulating $22, $54, and $18 were errors, we pulled archived copies of Metricool’s pricing page back to December 2024 and found all three were real prices until early 2026.
A matching number isn’t a second source. Two pages agreeing on an out-of-date figure is a shared stale source, not independent confirmation, so we didn’t treat it as one. Where a comparison site and Metricool’s own page disagreed, on the X add-on at $5 versus $10, we used the vendor’s figure and checked the archive to date the change.
Prices move, as the timeline above shows, so check the live pricing page before you commit to a plan.
The Only Price That Matters Is Yours
For one person running five brands with no X accounts, yes, comfortably. It gets harder the moment you add a colleague or a platform, because Starter carries no team seats and X carries a permanent per-account fee, and neither of those shows up on the tile you budgeted from.
Which is the thing worth taking with you, long after Metricool’s numbers have changed again: a pricing page tells you what the cheapest version of a tool costs someone who isn’t you. Your price is a different number. You only reach it by counting your own brands, your own seats, and your own add-ons, and nobody’s pricing page will do that for you.
So work out your number before you commit to a year you can’t refund out of. Then put it against what the same capacity costs elsewhere.
If what you want is a bill you can predict a year out, that’s an argument for a flat per-plan model over a per-brand one. One rate whether a client runs two profiles or six, analytics bundled in from Standard up, and no separate charge for X or any other network. That’s how SocialPilot prices. Start your 14-day free trial today and put your real roster through it, no credit card required.
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