PlanVortex vs Metricool for embedding social publishing in your product
Metricool is a social media management product with 3.5 million users, deep analytics and paid-ads reporting. PlanVortex is a dashboard for running your social networks that another product can also integrate end to end through the API. If you are integrating, the difference sits at one specific point: with Metricool, the screen where your end client connects their Instagram cannot be built with API calls (that is their own documentation talking), while in PlanVortex that flow is the API.
Most of this comparison is written for a software company that wants social publishing inside its own product. If you are a community manager or run an agency, the part for you is at the end, under "When does each one make sense?".
What does Metricool do better than PlanVortex?
Quite a lot. Analytics: years of history, unlimited retention from the Starter plan up, competitor benchmarking on up to 100 profiles, a Looker Studio connector, and PDF and PowerPoint reports for clients. PlanVortex reports per publication and per account and stops there.
Paid advertising: Metricool reads and reports on Facebook, Instagram, Google and TikTok ads next to the organic numbers. PlanVortex does not touch advertising at all.
One more network: Metricool covers Twitch, which PlanVortex does not.
Scale: "Join over 3.5 million professionals who use Metricool", per their own homepage, and partnerships with Google, Pinterest, Meta, LinkedIn and X. PlanVortex has neither the years nor the volume, and pretending otherwise would be silly.
And the white label, which is better than it is usually given credit for. People repeat that it pushes your client outside your product and stamps someone else's brand on it. That criticism is false and collapses with one click: the end client does not create a Metricool account, the partner administers and assigns the brands, and everything runs under the partner's domain.
Where does Metricool's API stop?
At the connection flow, according to their own documentation. Their integration-methods page describes two ways to build white label, and says of the API route that it "no ofrece la totalidad de las funcionalidades de Metricool; sus limitaciones están determinadas por la información que puedes obtener de nuestra API", and then:
"no es posible crear el flujo de trabajo de conexiones de redes sociales utilizando llamadas a la API directamente"
Source: help.metricool.com, integration methods, consulted September 3, 2026.
The recommended method is therefore the iFrame: their screen, embedded in your page, under your domain. For most partners that is enough, and it explains why Metricool is already inside several Spanish vertical SaaS products.
It stops being enough the moment the connection is part of your own onboarding: when the client has to link their Instagram inside a wizard of yours, with your validation, your error states and your copy. That screen is the one you cannot own with their API.
In PlanVortex the connection is an API call like any other: your backend asks for a temporal token scoped to one organization, calls connect_links for the networks you want to offer, and receives the authorization URLs. The user goes to Meta, LinkedIn or TikTok and comes back to a URL you chose. There is no PlanVortex screen anywhere in that path, because there is no PlanVortex screen to embed.
How do you find Metricool's API endpoints?
In your browser's network tab, following their own instructions. Their help centre has a page titled How to get an endpoint in Metricool to make API calls, and the steps are these:
"Right-click anywhere on the page and select Inspect." · "In the panel that opens, select the Network tab." · "Click on Fetch/XHR to see only the requests Metricool sends to the server."
Source: help.metricool.com, consulted September 3, 2026.
The answer fits what that API is: the surface their own web app uses, opened up so you can export data and automate tasks. There is a published PDF and an online reference too.
It is a different contract from an integration API. PlanVortex publishes an OpenAPI spec with the endpoints, the payloads, the error codes and the webhooks, plus a Node library, a Python library and an MCP server that are generated against that spec:
npm i planvortex # Node
pip install planvortex # Python
npx -y planvortex-mcp # MCP server
In practice, a documented contract changes on a release note, and a reverse-engineered one changes when someone redeploys their front end.
What does each one cost?
They count different things (Metricool counts brands, PlanVortex counts connected accounts), so the plans are not interchangeable, and anyone comparing has to do it against their own mix. What is directly comparable is API access: it starts at €43/month with Metricool and at €0 with PlanVortex.
Metricool's prices verified at metricool.com/pricing on September 3, 2026; PlanVortex's against production code the same day.
| Metricool | PlanVortex | |
|---|---|---|
| Free plan | 1 brand, up to 20 posts/month | 2 accounts, unlimited posts, API included |
| Entry paid plan | Starter, from €16/month, up to 10 brands | Basic, €15/month, 6 accounts |
| Mid plan | Advanced, from €43/month, up to 50 brands | Pro, €30/month, 10 accounts |
| Top plan | Custom, "let's talk" | Custom, from €45 + VAT |
| API access | Advanced and Custom only | All four plans, free included |
| White label | Custom plan | On request |
On PlanVortex's free plan you create an app in the dashboard, get a client_id and a client_secret and call api.planvortex.com with no card. What scales with the plan is how many separate apps you get (1, 2, 5 and up to 10) and how fast you can call.
Which networks does each one cover?
Metricool covers 15 platforms and ad networks, listing Facebook, Instagram, Threads, X, Bluesky, TikTok, LinkedIn, YouTube, Twitch, Pinterest and Google Business Profile among them.
PlanVortex covers these: Facebook, Instagram, X, LinkedIn, TikTok, YouTube, WhatsApp, Telegram, Discord, Bluesky, Threads, Slack and Pinterest.
| PlanVortex only | Metricool only | Both |
|---|---|---|
| WhatsApp, Telegram, Discord, Slack | Twitch | Facebook, Instagram, X, LinkedIn, TikTok, YouTube, Bluesky, Threads, Pinterest |
The four on the left are messaging, community and team channels, which is a different job from broadcasting: PlanVortex reads and answers WhatsApp conversations, Telegram channel comments and Discord threads from the same inbox as the rest. Slack is the odd one even there: it publishes and it measures, and it has no inbox at all, because a Slack thread is colleagues and not an audience.
Does either one write the content?
Both have AI, and they do different amounts of it. Metricool ships an AI social media assistant for text and, on the Custom plan, custom AI credits. PlanVortex generates text and images, and plans a whole week from a theme, a set of your own photos, a pasted article or your real product catalog, with credits inside the plan (1,000 on basic, 4,000 on pro) or none at all if you bring your own provider key.
If you are integrating, that difference weighs less than the connection flow. If you run the accounts yourself, you will notice it every week: Metricool helps you write the caption, and PlanVortex hands you the week already written, images included.
When does each one make sense?
Metricool, if analytics is what matters most: reporting to clients, benchmarking competitors, reading ad performance next to organic. Also if you are a partner and embedding their screen in your product is acceptable: their white label is good, it runs under your domain, and it is live inside several Spanish vertical SaaS products today.
PlanVortex, if the publishing has to happen inside your product: your onboarding, your screens, your error handling, your account connection. Also if you want the API without a plan decision (it is on the free tier) or if you want the posts generated, images included, rather than only scheduled. And if you run the accounts yourself: when you would rather receive the week written than fill a calendar, or when you want comments answered from the same inbox.
Metricool's prices, plans and documentation change on their own commercial cycle. Theirs are verified as of September 3, 2026 against metricool.com/pricing and their help centre; if their current site says something different, theirs wins. PlanVortex's are verified against production code the same day, with the full breakdown on the pricing page.
Does Metricool have an API?
Yes, on the Advanced plan (from €43/month) and on Custom. It authenticates with a token in a custom X-Mc-Auth header and every call takes a userId and a blogId. What it is designed for, per their own help centre, is exporting metrics to dashboards and CRMs and automating scheduling and publishing, not being the backbone of a third-party product. Verified at help.metricool.com on September 3, 2026.
Can I build the social-network connection flow with Metricool's API?
No, and it is their own documentation that says so: "no es posible crear el flujo de trabajo de conexiones de redes sociales utilizando llamadas a la API directamente". The same page describes API integration as one that "no ofrece la totalidad de las funcionalidades de Metricool" and recommends the iFrame method as the simplest and fastest. In PlanVortex the connection flow is API (a temporal token plus connect_links) and the integrator draws the screens.
Is Metricool cheaper than PlanVortex?
It depends on how many brands you carry and how many networks each one is on. For one, both have a free plan: Metricool's covers one brand with up to 20 posts a month, and PlanVortex's two accounts with unlimited posts. From there Metricool bills per brand (Starter, from €16/month, reaches 10 brands and Advanced 50) and PlanVortex per connected account, in tiers that drop to €0.90 an account from the 101st. Above 50 brands, Metricool does not publish a price. For programmatic access the gap is clear: Metricool's API starts at €43/month on Advanced, while PlanVortex includes the API on all four plans, the free one included, at €0 with no card.
Does Metricool have white label?
Yes, and it is better than it is usually given credit for: the end client does not have to create a Metricool account, the partner administers and assigns the brands, and everything runs under the partner's domain. It is aimed at Custom-plan subscribers. The limitation is elsewhere: their recommended integration method is an iFrame, and the API route does not cover the connection flow.
Which one has better analytics?
Metricool, without much argument. It has years of history, competitor benchmarking on up to 100 profiles, Looker Studio connectors, PDF and PowerPoint reports and integrated ads reporting. PlanVortex reports per publication and per account and does not attempt to be a reporting suite. If what you need is a social media analytics product, Metricool is that product; PlanVortex is centred on publishing and answering, from the panel or through the API.