What Happened to Latergramme? The Full Success Story

If you're searching for what happened to Latergramme, you've stumbled onto one of the best startup success stories in social media history. Unlike most tools from the early 2010s that disappeared without a trace, Latergramme didn't die. It evolved into something much bigger.

Quick Answer: Latergramme rebranded to Later in April 2016 and is now one of the largest social media scheduling platforms in the world. The company grew from a hackathon project in Vancouver to a platform with over 4 million users, $29 million in annual revenue, and was later acquired in a deal that valued the combined company at over $250 million. This is a success story, not a shutdown.

What Was Latergramme?

Latergramme was one of the very first Instagram scheduling tools ever created. Before Latergramme, scheduling Instagram posts was basically impossible. Instagram's API didn't allow third-party posting, so the best you could do was set a reminder on your phone and manually post later.

The name itself was clever: "Later" + "Instagram" = Latergramme. And yes, it was also a play on the popular hashtag #latergram that people used when posting photos taken earlier.

The Origin Story

Latergramme was born at a hackathon in Vancouver, Canada in 2014. The founding team included:

• Matt Smith (who also co-founded Thinkific)
• Ian MacKinnon
• Roger Patterson
• Cindy Chen

What started as a weekend project quickly gained traction. Instagram users were desperate for a way to plan and schedule their content without being glued to their phones 24/7. Latergramme solved that problem with a simple drag-and-drop visual calendar.

The tool allowed users to:

• Upload photos and organize them visually
• Preview how their Instagram grid would look
• Schedule posts and receive push notifications when it was time to publish
• Plan content days or weeks in advance

For influencers, brands, and social media managers in 2014, this was a big deal.

The Rebrand: Latergramme Becomes Later

On April 13, 2016, the company made an official announcement: Latergramme was becoming Later.

Why the change? A few reasons stood out.

Going Beyond Instagram

The original name was too limiting. "Latergramme" screamed Instagram-only, but the team had bigger plans. They wanted to support Pinterest, Facebook, Twitter, and other platforms. Keeping "gramme" in the name would confuse users about what the product actually did.

Simplicity

The company had always valued simplicity in its product design, and they wanted the name to reflect that. "Later" is shorter, easier to remember, and works across any platform.

Community Input

According to the company, the new name actually came from a community member. They spent time gathering feedback and "Later" kept coming up as a natural fit. The word already captured what the product did: help you post later.

The rebrand wasn't just a name change. They updated their logo, changed their social media handles from @latergramme to @latermedia, and began building out support for multiple platforms.

What Is Later Now?

Fast forward to today, and Later has become one of the biggest names in social media scheduling. The numbers tell the story:

Major Acquisitions and Growth

In 2022, Later was acquired by Mavrck, an influencer marketing platform. The combined company kept the Later name because of its brand recognition. Summit Partners funded the deal with a $135 million strategic investment round.

Then in 2024, Later acquired Mavely, a creator commerce network with over 120,000 influencers, for $250 million. One year after that acquisition, the combined platform was processing over $2.4 billion in annualized gross merchandise value (GMV) and had paid out more than $250 million to creators.

That's a long way from a hackathon project.

Later's Current Features and Pricing

If you're considering using Later today, here's what you need to know.

Features

Later has evolved far beyond simple scheduling:

• Visual Content Calendar - Drag-and-drop interface to plan posts across platforms
• Instagram Grid Preview - See how your feed will look before you post
• Linkin.bio - Create a clickable landing page from your Instagram bio
• Hashtag Suggestions - AI-powered hashtag recommendations
• Best Time to Post - Data-driven suggestions for optimal posting times
• Analytics - Track engagement, growth, and performance (varies by plan)
• Media Library - Store and organize your content in one place
• User-Generated Content Tools - Discover and repost content from your community
• AI Assistant - Help with captions and content ideas

Pricing (2026)

Later's pricing has changed over the years. Here's the current structure:

A "Social Set" includes one profile from each supported platform (Instagram, Facebook, Pinterest, TikTok, LinkedIn, X). The Starter plan won't let you connect two Instagram accounts - you'd need to upgrade for that.

Later also offers a 14-day free trial so you can test the features before committing.

What Users Say

Later has mixed reviews depending on where you look:

The Good:

• Easy to use with an intuitive interface
• Great visual planning tools, especially for Instagram
• Helpful for maintaining consistent posting schedules
• Linkin.bio is popular with creators

The Bad:

• Some users report billing issues and difficult cancellation processes
• Limited analytics on lower-tier plans
• Recently dropped support for scheduling on X (Twitter), frustrating some users
• Pricing has increased significantly over the years

On G2, Later receives strong marks for usability. On Trustpilot, reviews are more mixed, with some customers complaining about subscription management and customer service response times.

Latergramme Alternative: What If Later Doesn't Fit Your Needs?

Not everyone needs what Later offers. If you're looking for a Latergramme alternative and Later itself isn't the right fit, here are your options.

For Scheduling Tools

If you need social media scheduling but want different features or pricing:

• Buffer - Starts at $15/month, known for simplicity and includes AI on all plans
• Hootsuite - Starts at $99/month, better for large teams needing advanced analytics
• Planoly - Similar visual-first approach to Later, popular with Instagram users
• SocialBee - Strong content categorization features

Scheduling vs. Growth: Understanding the Difference

Here's something important to understand: scheduling tools like Later and growth services like HCLOUT serve completely different purposes.

Scheduling tools help you:

• Plan when your content goes live
• Maintain a consistent posting schedule
• Organize your content calendar
• Analyze your posting performance

Growth services help you:

• Increase your follower count
• Boost engagement on your posts
• Build social proof for your profile
• Kickstart momentum for new accounts

You might need one, the other, or both. A scheduling tool won't get you more followers - it just helps you post more efficiently. A growth service won't plan your content - it helps you reach more people.

If you're looking to grow your Instagram presence, HCLOUT offers a free tier that lets you test our service without any commitment. We focus on delivering real engagement to help build your account's visibility.

Why Latergramme's Success Story Matters

Most social media tools from 2014 don't exist anymore. The graveyard is full of them: Instagress, Mass Planner, Followliker, and dozens of others that either got shut down, abandoned their users, or simply failed to adapt. (We've covered many of these dead Instagram tools in other articles.)

Latergramme's transformation into Later is different for a few reasons.

They Adapted Early

When they realized "Latergramme" was too limiting, they rebranded before it became a problem. They didn't wait until they were stuck in a corner. They saw that social media wasn't just Instagram and positioned themselves accordingly.

They Stayed Compliant

Many early Instagram tools got shut down because they violated Instagram's terms of service. Tools that offered automation, auto-liking, auto-following, or other questionable features eventually faced the consequences. Later focused on scheduling and planning - activities that platforms generally support.

They Built a Real Business

Going from $600,000 in revenue (2016) to $29 million (2020) shows they weren't just chasing hype. They built something sustainable with paying customers who stuck around.

They Found Strategic Partners

The acquisition by Mavrck and subsequent Mavely acquisition show Later knew when to partner up rather than go it alone. Sometimes the best growth strategy is joining forces with complementary businesses.

Frequently Asked Questions

What happened to Latergramme?

Latergramme rebranded to Later in April 2016. The company expanded from Instagram-only scheduling to support multiple social media platforms. Today, Later is one of the largest social media management platforms with over 4 million users worldwide.

Is Latergramme still available?

No, Latergramme doesn't exist as a separate product. If you visit latergramme.com, it redirects to later.com. The Latergramme brand was fully retired in 2016, but the company and product continue under the Later name.

Who owns Later now?

Later merged with Mavrck (an influencer marketing platform) in 2022. The combined company operates under the Later brand. Summit Partners is a major investor, having provided over $135 million in funding.

Is Later free to use?

Later offers a 14-day free trial but no longer has a permanent free plan. Paid plans start at $25/month for the Starter tier. They previously offered a limited free tier, but pricing has changed over the years.

What's the difference between Later and a growth service like HCLOUT?

Later is a scheduling and planning tool - it helps you organize when your content posts but doesn't increase your followers or engagement. HCLOUT is a growth service that helps you gain real followers and build engagement on your posts. They solve different problems and can be used together.

Why did Latergramme change its name?

The company wanted to expand beyond Instagram to support platforms like Pinterest, Facebook, and Twitter. The "gramme" in Latergramme was too Instagram-specific. They also wanted a simpler, more memorable brand name.

The Bottom Line

What happened to Latergramme is actually a feel-good story. Unlike the many social media tools that vanished overnight, leaving users stranded, Latergramme evolved into something bigger. Later is now a legitimate player in the social media management space with millions of users, significant revenue, and ongoing development.

If you used Latergramme back in the day and wondered where it went, now you know: it's still around, just under a new name with a lot more features.

For those focused on growing their Instagram presence rather than just scheduling posts, remember that these are different tools for different jobs. Scheduling helps you post consistently. Growth services help you reach more people.

If you're looking to build your follower count and boost engagement, check out HCLOUT's pricing options - including a free tier to get started.

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