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A unified social media API and publishing workspace captures developer demand for reliable platform integrations.
50K signups · 700+ paying users · churn under 10% · ~$15K MRR from Google Ads on ~$8K/month spend
Late sells to developers who type "social media API" into Google, so it built one page per such keyword: pages that rank bring free signups, pages that don't get search ads at a $120 target CPA, and about $8K a month of ads returns 2.5x.
Fewer bars = easier, cheaper, or faster for an AI-assisted solo builder. Editorial judgments based on the case details.
Late (getlate.dev) is a social media API built by Miquel "Miki" Palet in Spain. It wraps the official APIs of Facebook, Instagram, X/Twitter and LinkedIn, handles the platform permission reviews, pays for the highest API tiers so every feature is available, and hands developers a single API without limits. A web interface mirrors the API: creating posts, connecting accounts, API keys, an inbox for DMs and comments, webhooks for failed or successful posts and disconnected accounts, publishing logs and documentation. Pricing is per connected account across three plans, ending in an unlimited tier. Palet had spent five years in startups, including a venture-backed company in Spain that now has more than 100 employees, before spotting that social media APIs were too expensive, too complicated or badly documented. He says Late crossed $40K MRR about seven months after it started, with 50,000 signups, more than 700 paying users and churn under 10%, and was profitable from day one. Almost all of it came from one channel: Google, split between organic search (more than $8K MRR) and search ads (about $15K MRR on roughly $8,000 a month of spend).
Late's first customers came from search, not from a launch or a following. Palet started from the observation that developers who type "social media API" or "Twitter scheduling API" into Google already want to buy, with what he calls ten times the intent of someone scrolling social feeds.
The quick-reference card — acquisition channels, replication playbook, and risk map — is members-only.
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Two production-grade prompts per idea — a full build spec and an SEO growth plan — plus 10 tailored build specs a week. Members only.
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Data credibility: Founder interview on Starter Story. Miquel "Miki" Palet states $40K MRR (he also says it went from zero to $30K MRR in seven months), 50,000 signups, 700+ paying users, churn under 10%, more than $8K MRR from organic search, about $15K MRR from paid search, roughly $8K monthly ad spend and a 2.5x revenue return. One mid-answer "4K MRR" in the auto-captions is a dropped zero; the host repeats $40K throughout. The two channel figures add up to about $23K, so the rest of the headline is unexplained. Nothing was shown on screen or audited.
The first dollar came through self-serve signup on plans priced by connected social accounts. Late has three tiers: one for developers starting to build an integration, Accelerate for more accounts, and Unlimited for teams that need to connect as many accounts as they want.
The flywheel is one piece of content serving two channels. Late writes pages for its target keywords; the ones that rank bring free signups, and the ones that do not get Google search ads pointed at them.
Late grew quickly, reaching roughly $30K to $40K MRR within about seven months, so Palet did not describe a long silent stretch. The playbook he gives for one is built on patience with SEO and speed with paid search.
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