Help my nips are killing me!

So my baby is 3 weeks today. Normally I breastfeed during the day and give him the bottle at night or when my nipples are in pain. Recently the last few times when I try to nurse him, my nipples feel like they are being pinched when he sucks. And it hurts like hell and is really sore by the time he’s done feeding. I’m starting to dread nursing him If it happens again. 😩

I’ve checked my latch and I think it’s ok. I haven’t had the chance to see a lactation counselor since being at the hospital. Any advice would be helpful, thanks in advance.