vs
The Metricool Alternative
Built API-First
Metricool is an all-in-one planner with analytics and reporting. Late is an API-first posting engine. They serve different markets — one isn't a replacement for the other.
No credit card required • Instant API key • API on free plan
// Late: API-first unified posting
fetch('https://api.getlate.dev/v1/posts', {
method: 'POST',
headers: {
'Authorization': 'Bearer YOUR_API_KEY',
'Content-Type': 'application/json'
},
body: JSON.stringify({
platforms: ['instagram', 'twitter', 'linkedin'],
content: 'Hello world!'
})
})
// Metricool: Planner-first, API for data exportKey Insight: These Are NOT Direct Competitors
Late is API-first — the entire product is a unified posting API. Metricool is planner-first — a visual calendar with built-in analytics, and the API is secondary for data export. They serve fundamentally different needs.
"If you need deep reporting and a planning workspace, Metricool fits well. If you need a programmable posting layer you can integrate in minutes, Late is built for that."
Many teams use BOTH: Late for posting infrastructure, Metricool for planning and analytics.
API-First vs Planner-First
Different philosophies, different strengths
Metricool Strengths
- ✓Visual content calendar — industry-leading planner
- ✓Comprehensive analytics & reporting built-in
- ✓Best time to post — AI-powered suggestions
- ✓Competitor analysis and benchmarking
- ✓White-label reporting for agencies
- ✓Team approval workflows and permissions
- ✓Ad performance tracking (Google, FB, TikTok)
Late Strengths
- Production API — core product, 2+ years battle-tested
- Instant API access on all plans (even free)
- Unified posting — one API call to all 12 platforms
- Published rate limits: 60-1200 req/min by tier
- 99.97% uptime SLA — publicly documented
- Flat pricing by profiles — no surprise costs
- Unlimited team members on all paid plans
Key difference Late's API is the core product. Metricool's API is for data export to Zapier/n8n — not for unified posting.
Feature Comparison
Head-to-head comparison
| Feature | Late | Metricool |
|---|---|---|
| Core product | Posting API | Planner + Analytics |
| API access (free) | Yes | No ($18+ required) |
| API purpose | Unified posting | Data export |
| Rate limits | Published (60-1200/min) | Not published |
| Uptime SLA | 99.97% | Not published |
| Visual calendar | Basic | Excellent |
| Analytics | Add-on (from $10/mo) | Built-in |
| Competitor analysis | No | Yes |
| Best time to post | No | AI-powered |
| White-label reports | No | Yes |
| 10 accounts + API | $13/mo | $18/mo Starter |
| X/Twitter surcharge | Absorbed | $5/account |
API Reality Check
Metricool's API is for data export, not posting
Instagram API Limitations
- ✕Cannot tag users/products in posts
- ✕Cannot add carousel ads
- ✕Cannot publish Stories (Creator only)
- ✕Cannot create polls
- ✕Cannot use GIFs
X/Twitter & TikTok Limitations
- ✕Cannot post across multiple accounts
- ✕No mixed media support
- ✕Cannot customize thumbnails
- ✕No unified cross-platform posting
- ✕$5/account surcharge for X/Twitter
Late's approach: Abstracts platform differences via a unified API. Post once, reaches all platforms with automatic formatting. No platform-specific limitations in the API.
Which One?
Choose based on your primary need
Choose Late if you:
- Build SaaS or need programmable posting
- Manage 10-50+ client accounts via API
- Value API reliability (99.97% SLA)
- Want instant API access (free tier included)
- Need unified cross-platform posting
- Prefer affordable at-scale pricing
- Can't wait hours for API integration
Choose Metricool if you:
- →Need visual planning calendar for teams
- →Require analytics + reporting built-in
- →Want competitor analysis tools
- →Need team approval workflows
- →Value best-time-to-post AI suggestions
- →Want white-label client reports
- →Can accept per-brand pricing model
Use Both Together
Many teams use Late for posting infrastructure (API reliability, unified posting, SaaS integration) and Metricool for planning and analytics (visual calendar, reports, competitor analysis). They're complementary, not competitive.
Late handles the posting. Metricool handles the planning and reporting.
Pricing Comparison
Profile-based vs brand-based pricing
Free
$0/mo
Forever free
- ✓ 2 profiles
- ✓ 10 posts/month
- ✓ Full API access
- ✓ All 12 platforms
- ✓ Instant API key
Metricool: Free but no API
Build
$13/mo
Billed annually ($19/mo monthly)
- ✓ 10 profiles
- ✓ 120 posts/month
- ✓ Unlimited team
- ✓ Webhooks
- ✓ 120 req/min
Metricool: $18/mo Starter
Accelerate
$33/mo
Billed annually ($49/mo monthly)
- ✓ 50 profiles
- ✓ Unlimited posts
- ✓ Unlimited team
- ✓ Priority support
- ✓ 600 req/min
Metricool: $45/mo Advanced
Need more profiles? View all plans →
Common Questions
Are Late and Metricool direct competitors?
No. Late is API-first — the entire product is a unified posting API. Metricool is planner-first with analytics and reporting. Their API is for data export, not unified posting. They serve different needs and are often used together.
Does Metricool have a posting API?
Metricool's API is for data export and Zapier/n8n integrations. It's gated to Starter+ plans ($18+/mo) and doesn't offer unified cross-platform posting like Late does. Late's API is the core product with instant access on all plans.
Can I use Late and Metricool together?
Absolutely. Many teams use Late for posting infrastructure (API reliability, unified posting, SaaS integration) and Metricool for planning and analytics (visual calendar, reports, competitor analysis). They're complementary.
How does pricing compare?
Late: $13/mo for 10 profiles with API. Metricool: $18/mo Starter for 5 brands with API. For pure posting API access, Late is more affordable. For planner + analytics, Metricool's tiered approach is competitive.
Does Metricool charge extra for X/Twitter?
Yes. Metricool charges $5/month per X/Twitter account on top of plan pricing. Late absorbs all platform API costs — no per-account surcharges.
Does Late include analytics?
Late offers analytics as an add-on starting at $10/mo. For comprehensive analytics, competitor analysis, and white-label reporting, Metricool is the better choice. Many teams pair Late's posting with Metricool's analytics.
Need a posting API?
Late is API-first. Instant access, 99.97% uptime SLA. Free plan includes API.
No credit card required • Instant API key • 99.97% uptime SLA