The Free plan lets you use Metricool at no cost with 1 brand and basic planning and analytics. Paid plans—Starter, Advanced, and Custom—unlock more brands, connections, reports, and integrations.
Free never expires, does not require a credit card, and includes Metricool’s basic features with these limits:
1 brand (you can rename it; you cannot add or delete brands)
Up to 20 posts per month in the planner
30 days of analytics history, with a watermark on analytics
5 fixed competitors (Facebook, Instagram, Bluesky, and Twitch); you cannot remove or change them on Free
5 AI text generator credits per month
1 profile per social network inside that single brand
Free does not include LinkedIn, X/Twitter, PDF/PPT report downloads, custom reports, SmartLinks, the hashtag finder, Post library, Canva, Google Drive, Looker Studio, or Make/Zapier.
The Free plan is forever: it does not expire and you can use it with no time limit.
What Free includes vs what it limits
Use this table to check a specific Free-plan limit. Here, "paid plans" refers to any paid plan (Starter, Advanced, or Custom), unless a row names a higher tier.
Feature
On Free
Limit or notes
Brands
✅ Yes
1 brand. Paid plans allow more—see Brands by plan.
Delete brand
❌ No
You cannot delete the brand on Free. Paid plans can delete brands when needed.
[1] Unlimited planner use on paid plans is subject to the fair use policy.
Brands by plan
Your plan sets how many brands you can manage. Each brand is a container for one business or client, and you can connect one profile per social network inside it.
Plan
Brands
Free
1 brand
Starter
Up to 5 or up to 10 brands, depending on the option you choose
Advanced
Up to 15, 25, or 50 brands, depending on the option you choose
Custom
Starting at 50+ brands
Starter 5 (website) and Starter Mobile 5 (app) are the Starter options that include up to 5 brands. Check current options on the pricing page.
Within each brand, you can connect 1 profile per social network. For example: 1 Instagram account + 1 Facebook Page + 1 TikTok profile. You can plan publications for all of those connected networks under the same brand.
If your plan still has an available brand slot, you can add another brand and connect its social networks without changing plans. On Free, you cannot add or delete brands. For the steps to create a brand, see How to add or delete brands to your account.
When you upgrade
Upgrades take effect immediately. Unused time on your current plan is prorated and deducted from the new plan price.
New plan features unlock as soon as the upgrade completes.
On annual plans, the renewal date updates when you upgrade mid-cycle.
API access unlocks only if you move to Advanced or Custom.
Starter: up to 5 or up to 10 brands, depending on the option you choose (Starter 5 and Starter Mobile 5 include up to 5 brands)
Advanced: up to 15, 25, or 50 brands, depending on the option you choose
Custom: a custom number of brands, starting at 50+ brands
Within each brand, you can connect 1 profile per social network. On Free, you cannot delete or add brands—only rename the existing brand. On paid plans, you can add brands until you reach your plan’s brand limit.
What does the 20 posts per month limit mean?
Posts are counted by calendar month, so on the 1st of each month you have 20 posts available again.
The counter includes only posts that are actually published, not scheduled ones.
The limit resets on the 1st of each month
Duplicate posts count once for each social network they are published on
You can schedule more than 20 posts, but only 20 will be published during that month
Drafts are not counted until they are published
If you downgrade from a paid plan to Free, posts published that month while on a paid plan also count toward the 20-post limit
With Free, you have 30 days of analytics history for your connected social networks. Paid plans allow a longer history.
Can I download reports or create custom reports?
No. Free does not allow downloading reports in PDF or PowerPoint or creating custom reports. You can view analytics inside the platform with a watermark and no export option.
Do I have access to integrations with other tools?
Not on Free. Canva, Google Drive, and the Post library are not available on Free. Looker Studio, Make, and Zapier are available only on Advanced and Custom.
Can I analyze my competitors?
Yes. You can add up to 5 fixed competitors for Facebook, Instagram, Bluesky, and Twitch. Once added, you cannot remove or change them on Free.
Will I see an upgrade banner even if I have access to shared brands?
Yes. If your account is Free, you see the banner even when you are part of a shared brand on a paid plan. Inside that shared brand you have access to paid features; Free limits apply only to your own brand.
Do I need a credit card to use Free?
No. Free does not require a credit card or any payment method. You only need a card if you try or purchase a paid plan. If you activate a free trial, cancel before it ends to avoid charges.
Is Free forever?
Yes. Free does not expire. You can use Metricool with no time limit and no obligation to buy a paid plan.
