mLabs
mLabs is a Brazilian SaaS platform providing all-in-one social media management (scheduling, reporting, AI captions, workflow approval, competitor analysis, and unified inbox) to over 150,000 agencies, franchises, and companies across eight social networks, with a product-led self-serve model headquartered in São José dos Campos.
- Company typePrivate
- Founded2021
- HeadquartersSão José Dos Campos, Brazil
- Headcount51–100
- GTM typeB2B
- OfferingSoftware
What mLabs does
mLabs (legal entity MLABS SOFTWARE SA) is a Brazilian SaaS company headquartered in São José dos Campos, São Paulo, that provides an all-in-one social media management platform for agencies, marketing professionals, franchises, and companies. Its core platform unifies post scheduling across eight social networks (Instagram, Facebook, LinkedIn, TikTok, YouTube, X/Twitter, Pinterest, and Google Meu Negócio), AI-assisted caption generation, customizable reporting and dashboards, competitor benchmarking, and workflow/approval management including WhatsApp-based content approvals. The product ecosystem extends into mLabs Chat (a unified inbox for customer interactions across WhatsApp Business, Instagram, Facebook, TikTok, and LinkedIn), mLabs Analytics (dedicated performance analytics), and mLabs Índice (a benchmark tool analyzing over 30 million Instagram posts for engagement and posting-pattern data).
The platform serves over 150,000 customers spanning SMBs, marketing agencies managing portfolios of client accounts (e.g., Duo with 80+ clients), and franchise networks with distributed social media needs (e.g., Casa do Construtor with 650 franchisees publishing 1,000+ daily posts; Eskimo with 120 branches). Notable enterprise logos include SBT, CVC, OMIE, Botoclinic, Farmais, and OralUnic. Distribution is product-led and self-serve via direct signup at accounts.mlabs.io/start with a no-credit-card free trial, complemented by native iOS and Android apps and free lead-generation tools (Marketing Calendar, Competitor Analysis, mLabs Índice).
The business operates on a recurring subscription model at a publicly disclosed entry price of R$29.90 per brand per month for annual plans paid upfront via Pix, with no published enterprise-tier pricing. The company is privately held, with cumulative disclosed equity funding of approximately $1.6 million from 2013 through 2021 across investors including DOMO.VC, Bossa Invest, Stoneco, and Google for Startups. It is LGPD-compliant and operates primarily in Brazil with English and Spanish versions of its product available at mlabs.io domains.
mLabs firmographics
Firmographics- Name
- mLabs
- Legal name
- MLABS SOFTWARE SA
- Website
- https://mlabs.com.br
- Company type
- Private
- Founded year
- 2021
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- mLabs is a Brazilian SaaS platform providing all-in-one social media management (scheduling, reporting, AI captions, workflow approval, competitor analysis, and unified inbox) to over 150,000 agencies, franchises, and companies across eight social networks, with a product-led self-serve model headquartered in São José dos Campos.
- Ownership category
- akta.pro rank
mLabs industry classification
Industry- Product category
- Social Media Management Software
- NAICS
- Software Publishers (5132), Advertising Agencies (541810)
- SIC
- Services-Prepackaged Software (7372)
- akta.pro primary industry
- Software/SaaS Subscriptions (Consumer & Prosumer) (CRAFAIAB)
- akta.pro secondary industry
- Data/Apps Connectivity & Adapters (Connectors, Drivers, SDKs) (HDAEAIAK)
Keywords
Where mLabs is headquartered
LocationHeadquarters
- HQ city
- São José Dos Campos
- HQ country
- Brazil
- HQ region
- Latin America
Offices1 record
Markets served
mLabs business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Infrastructure, Operations
Revenue model
- Subscription - Social Media Management Platform: Recurring subscription revenue model charging R$29.90/month per brand for access to the social media management platform. Price is for annual subscription paid upfront via Pix. The platform includes unlimited users and reports per brand. Additional products include mLabs Analytics and mLabs Chat.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Standard subscription at R$29.90/month per brand |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels12 records
mLabs product offering
Product offeringCore offering
mLabs is an all-in-one SaaS platform that enables agencies, marketing professionals, franchises, creators, and companies to schedule, publish, and analyze social media content across eight social networks (Instagram, Facebook, LinkedIn, TikTok, YouTube, X/Twitter, Pinterest, Google Meu Negócio), manage team workflows and client approvals, generate AI-powered captions, and centralize customer conversations via WhatsApp Business and direct messages. It is sold as a per-brand annual subscription (R$29.90/month equivalent, paid upfront via Pix) with a free trial and additional modules including mLabs Analytics and mLabs Chat.
Product overview
mLabs is a unified social media management platform designed for agencies, marketing professionals, franchises, creators, and companies. The core platform (mLabs) integrates scheduling, reporting, competitor analysis, and workflow approval in a single solution. The product ecosystem includes specialized modules: mLabs Analytics for performance dashboards, mLabs Chat for unified customer service messaging across WhatsApp Business, Instagram, Facebook, TikTok, and LinkedIn, and mLabs Índice for Instagram benchmarking data. Free supplementary tools include a Marketing Calendar and Competitor Analysis Tool. The platform supports 8 social networks (Instagram, Facebook, LinkedIn, TikTok, YouTube, X/Twitter, Pinterest, Google Meu Negócio) and offers mobile apps for iOS and Android. Pricing starts at R$29.90/month per brand.
Differentiator
Problem solved
Functional benefit
Brands
- mLabs Analytics: Instagram performance analytics tool providing engagement rate data, format performance metrics, and posting time analysis based on 30+ million posts.
- mLabs Chat
Products and services
- mLabs Social Media Management Platform Unified social media management platform enabling scheduling of posts across eight networks (Instagram, Facebook, LinkedIn, TikTok, YouTube, X/Twitter, Pinterest, Google Meu Negócio), report generation, competitor analysis, and workflow approval management. Sold per-brand at R$29.90/month equivalent on an annual subscription; targets agencies, marketing professionals, franchises, creators, and companies in Brazil.
- mLabs Analytics Analytics module within the mLabs platform providing performance tracking, engagement metrics, and customizable dashboards for social media accounts. Enables agencies and brands to monitor organic and paid performance across connected networks.
- mLabs Chat Unified inbox module that centralizes messages, comments, mentions, and conversations from WhatsApp Business, Instagram, Facebook, TikTok, and LinkedIn into a single panel for customer service and community management.
- mLabs Índice
Quantifiable outcome
- 80%+ reduction in time dedicated to posting tasks
- +3 more outcomes
Companies that use mLabs
Customer profileNamed customers15 records
Segments3 records
Ideal customer profiles3 records
mLabs technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration9 records
AI capability3 records
Feature9 records
mLabs partnerships and signals
Strategic signalScale indicators6 records
Recent moves6 records
Expansion highlights6 records
mLabs competitors and assessment
Company assessmentDirect peers
- Hootsuite: Hootsuite is a global leader in social media management with scheduling, analytics and reporting across the same major networks mLabs supports. It is the most directly comparable global competitor and an incumbent that mLabs competes against in Brazil.
- Sprout Social: Sprout Social offers social media management, analytics and customer engagement tools for agencies and brands, overlapping closely with mLabs' agency and enterprise focus areas.
- Buffer: Buffer is a self-serve, PLG social media scheduling and analytics tool with a similar low-friction, SMB-friendly pricing model. It is a direct global analog of mLabs' core scheduling/reporting value proposition.
- Agorapulse: Agorapulse provides social media management with scheduling, reporting, inbox and competitor analysis — overlapping feature-for-feature with mLabs and competing for the same agency and franchise customer profile.
- Later: Later is a visual-first social media management platform with strong Instagram, TikTok and Pinterest focus, directly competing with mLabs' multi-network scheduling and analytics features.
- Sendible: Sendible is an agency-oriented social media management platform with white-label reporting and client workflows — closely mirroring mLabs' agency and approval workflow positioning.
Broad incumbents
- HubSpot: HubSpot's Marketing Hub includes social media scheduling and reporting as part of a broader CRM and marketing automation suite, positioning it as a broad incumbent that could bundle competing functionality into enterprise contracts.
- Zoho Social: Zoho Social offers social media management as part of the broader Zoho business application suite, competing with mLabs especially among SMBs already in the Zoho ecosystem.
- Meta Business Suite: Meta's native Business Suite provides free scheduling, inbox and reporting for Instagram and Facebook — the most disruptive competitor given its zero price and first-party data access.
Regional players
- Postcron: Postcron is a Brazil/LatAm-focused social media scheduling and automation tool with a similar price-sensitive SMB positioning, making it a regional peer competing directly in mLabs' home market.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
mLabs social profiles
Digital presencemLabs compliance and trust
Trust signalCompliance1 record
mLabs financial estimates
Financial estimateRevenue estimate
Valuation estimate
mLabs leadership team
Management profileNumber of profiles
Profiles5 records
mLabs funding detail
Funding detailFunding overview
Funding rounds5 records
Investors4 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
mLabs M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about mLabs
What does mLabs do?
mLabs is an all-in-one SaaS platform that enables agencies, marketing professionals, franchises, creators, and companies to schedule, publish, and analyze social media content across eight social networks (Instagram, Facebook, LinkedIn, TikTok, YouTube, X/Twitter, Pinterest, Google Meu Negócio), manage team workflows and client approvals, generate AI-powered captions, and centralize customer conversations via WhatsApp Business and direct messages. It is sold as a per-brand annual subscription (R$29.90/month equivalent, paid upfront via Pix) with a free trial and additional modules including mLabs Analytics and mLabs Chat.
Is mLabs a public or private company?
mLabs is a private company. It is classified as venture growth investor backed and is currently operating.
When was mLabs founded?
mLabs was founded in 2021. It employs 51 to 100 people.
Where is mLabs based?
mLabs is headquartered in São José Dos Campos, Brazil, in the Latin America region.
How does mLabs make money?
One revenue line is on record: subscription - Social Media Management Platform.
Who are mLabs's main competitors?
Direct peers on record are Hootsuite, Sprout Social, Buffer, Agorapulse, Later and Sendible. Broad incumbents are HubSpot, Zoho Social and Meta Business Suite. Postcron is listed as a regional player.
Does mLabs have an API?
No public API is recorded for mLabs.
What industry is mLabs in?
mLabs's product category is Social Media Management Software. Its primary akta.pro industry code is CRAFAIAB, Software/SaaS Subscriptions (Consumer & Prosumer), with a secondary code of HDAEAIAK, Data/Apps Connectivity & Adapters (Connectors, Drivers, SDKs). Its NAICS code is 5132 and its SIC code is 7372.