Buffer suits people who want to start free: its Free plan connects up to 3 channels with 10 scheduled posts per channel at a time. Later suits brands and creators who post visually across many networks, with one profile on each of eight networks in its Starter plan, but there's no free plan, only a 14-day trial. Start with how many channels you post to.
Both tools let you plan posts in advance and publish them for you. They're packaged in quite different ways, which changes the right choice for a small business. I read Later's plans page and Buffer's plans page and FAQ, and the details below come from there.
Later and Buffer plans side by side
| Later | Buffer | |
|---|---|---|
| Free plan | Not listed (14-day free trial) | Yes, Free forever |
| How plans are sized | Social sets: one profile from each supported network | Per channel you connect |
| Entry plan reach | Starter: 1 social set (8 profiles) | Free: up to 3 channels |
| Scheduled posts | Up to 30 per profile on Starter, 180 on Growth | 10 per channel on Free (refill when published), unlimited on Essentials |
| Users | 1 on Starter, 2 on Growth | 1 on Free and Essentials |
| Networks | Instagram, Facebook, TikTok, Threads, YouTube, Pinterest, LinkedIn, Snapchat | Not listed in the plan summary |
| AI help | 5 AI credits a month on Starter | AI Assistant on Free |
| Extras | Link in Bio, best time to post, Reels audio | Ideas board, Insights, API access, community inbox |
Later: a set of profiles in one plan
Later sizes its plans by social sets. One set means one profile on each network it supports: Instagram, Facebook, TikTok, Threads, YouTube, Pinterest, LinkedIn and Snapchat. Starter, aimed at casual scheduling, gives you one set, one user and up to 30 scheduled posts per profile, plus 5 AI credits a month, analytics going back 3 months, Link in Bio and best time to post suggestions.
Growth doubles the sets and users, raises scheduling to 180 posts per profile and adds a social inbox, collaboration and approvals, analytics going back a year and user-generated content collection. There's a 14-day free trial on each plan.
Buffer: start free, add channels as you go
Buffer's Free plan is free forever and connects up to 3 channels. Each channel holds 10 scheduled posts at a time, and the FAQ explains that a slot frees up as soon as a post goes out. Free also includes 100 ideas, one user, the AI Assistant, Insights, a community inbox and API access.
Essentials lifts the cap to unlimited scheduled posts per channel and unlimited ideas, and there's a 14-day trial. Buffer's plans grow by channel, and its FAQ notes that once you upgrade, every connected channel counts, including ones you had on Free.
The scheduling cap that shapes your week
Here's the difference I'd look at first. Buffer's free plan limits how far ahead you can queue: 10 posts per channel at once. If you post daily, that's about a week and a half of content in the queue before you need to log back in. Later has no free plan, but Starter lets you schedule up to 30 posts per profile.
So Buffer Free works well for someone who posts a few times a week on up to 3 channels. A brand posting every day across Instagram, TikTok and Pinterest will feel the Free cap quickly and should compare Essentials with Later's Starter.
Who each scheduler suits
Buffer suits solo business owners and small teams who post to a few channels and want to start without a trial clock. Later suits visual brands, creators and agencies that post to many networks and want link in bio pages and approvals in the same tool. For more on picking a tool, see my guide to choosing a social media post scheduler and this look at whether scheduling posts improves results.
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My advice on picking a scheduler
Count the networks you post to and how many posts you'd like queued at once. Three channels or fewer and a few posts a week: start on Buffer Free and see if the 10-post queue suits you. Five or more networks, daily posting or a team needing approvals: try Later's Starter or Growth during the 14-day trial, and schedule a full fortnight to test it.
Do you make social media scheduling tools? Tool makers can ask to be considered for a featured place in comparisons like this one.
Frequently asked questions
Does Buffer have a free plan?
Yes. Buffer's Free plan is free forever, with up to 3 channels and 10 scheduled posts per channel at a time.
Does Later have a free plan?
Later's plans page lists a 14-day free trial on Starter, Growth and Scale. No free plan is listed.
How many posts can I schedule on Later Starter?
Later Starter allows up to 30 scheduled posts per profile, across one profile on each supported network.
Which networks does Later support?
Later lists Instagram, Facebook, TikTok, Threads, YouTube, Pinterest, LinkedIn and Snapchat.
What happens when Buffer's 10-post limit is full?
Buffer's FAQ says a slot becomes available again once a post is published, up to the 10-post maximum per channel.
