What Happened to Latergramme? It Became Later

Latergramme, one of the first Instagram schedulers, changed its name to Later on April 13, 2016. Its post that day said "Today we have officially changed our name from Latergramme to Later." One reason was Instagram: "Instagram would prefer others to not include the word 'gram' in their brand name." The company still runs, at later.com, and it's grown well past scheduling. One thing confuses searchers, though. The address latergramme.com was never its home, and today it leads to a domain sale page.

We read Later's 2016 post, its about page, the registry record and the Internet Archive's copies on October 23, 2026, and Google's results that day.

What happened to Latergramme, step by step?

Date	What happened
About 2014	Starts at a hackathon
Apr 13, 2016	Renamed Later
2022	Mavrck buys Later
2024	Both run as Later
Jan 3, 2025	Later buys Mavely, $250M

Later's post of April 13, 2016 and its about page, and the Mavely deal as PR Newswire, Adweek and the Wall Street Journal report it in Google's results, read October 23, 2026.

The 2016 post says "Later started at a hackathon with no intention of becoming a company." It also said the old address, latergram.me, and the old Latergramme apps would keep working for a while. The Android app still carries the old name inside its ID, "me.latergram.latergramme," on Google Play.

Why did Latergramme change its name?

The post gave two reasons. The first was Instagram's view of "gram" in brand names. The second was growth. "With Later, we can go beyond just Instagram and expand our vision for visual content marketing," it said. The name itself came from a user, the post added: "the Later name was a suggestion from one of those members."

What is Later now?

Later grew into an influencer marketing company. Its about page tells the story as three companies joined into one. Mavrck, a creator marketing firm that began in 2014 as Splashscore, bought Later in 2022. In 2024 the two "officially unite under the Later brand." On January 3, 2025, Later bought Mavely, a creator commerce network, for $250 million, as Adweek and the Wall Street Journal reported, as Google shows them.

Its home page now describes "Influencer marketing built for creators and trusted by brands." Its Instagram account, as Google shows it, has 496K followers.

Is latergramme.com Later's website?

No, and it doesn't seem it ever was. The archive's copies from 2016 on show a parked page. In February 2018 it read "The domain latergramme.com is for sale." On October 23, 2026, the address loaded a script that sent us to a GoDaddy sale listing for the domain. Verisign's record shows it registered on May 11, 2014, and renewed to May 2027.

Address	What it is
later.com	Later's site today
latergram.me	Its old address
latergramme.com	A domain for sale

Our reads of each address and the Internet Archive's copies, October 23, 2026.

So if you typed latergramme.com looking for the scheduler, you'll want later.com instead. Don't enter a password on the sale page; it has nothing to do with Later.

Where can you schedule Instagram posts now?

Later still does it, and so does Instagram. Its Help Center, as Google shows it, says "If you have a public Instagram account, you can plan ahead by scheduling reels, photos and carousel posts from the Instagram app." Our guide on how to schedule Instagram posts has the steps and limits. Whichever you use, post when your audience is online. Our guide to the best time to post on Instagram compares four studies, and the Instagram sizes guide has every format in pixels.

For a few free likes and views on a public post, Hclout's free tier gives 12 free Instagram likes and 100 free Instagram views with no password, on the free page. A short Cloudflare check runs before each claim.

Frequently asked questions

What happened to Latergramme?

It renamed itself Later on April 13, 2016, and it's still running. Later is now an influencer marketing company.

Why did Latergramme change its name?

Its post said Instagram didn't want others using "gram" in brand names, and the team wanted to go beyond Instagram.

Is latergramme.com still working?

It loads, but it leads to a sale listing for the domain. Later's site is later.com, and its old address was latergram.me.

Who owns Later now?

Mavrck bought Later in 2022, and the two now run under the Later name. Later bought Mavely in 2025.

Is Later free?

We don't quote Later's prices here, since they change. Check later.com before you sign up.

Sources

• Later, "Latergramme is now Later!," by Matt Smith, April 13, 2016, read October 23, 2026
• Later, about page and home page, read October 23, 2026
• Verisign, registry record for latergramme.com, read October 23, 2026
• Internet Archive, capture list for latergramme.com and its copies of January 2016 to December 2021, read October 23, 2026, and our own read of the address that day
• PR Newswire, Adweek, PRWeek and the Wall Street Journal on the Mavely deal, January 3, 2025, as Google showed them on October 23, 2026
• Google Play and Instagram pages for Later, and Instagram's Help Center page on scheduling, as Google showed them on October 23, 2026
• Google Ads Keyword Planner, worldwide, read October 23, 2026