Sore nipples

Shawnee

So I’ve been breastfeeding for 3 weeks now and my nipples are still so sore on the first initial latch. Pain goes away after about 5-10 seconds and He is latching correctly.. I was told that at this point they shouldn’t be sore anymore. Is this true? What can I do to ease them? It’s frustrating because my baby always wants to eat and it’s so painful at times that I get frustrated when he latched and unlatches.