Head to head
Bitly vs Dub: which URL shortener should you pick in 2026?
The best-known shortener, now a connections platform with QR codes and landing pages, priced for teams. An open-source, API-first link platform with SDKs, webhooks and conversion tracking, aimed at developers and SaaS teams. Here is how their free plans, prices and features line up.
Bitly and Dub both charge real money, but for different things. Bitly sells brand, integrations and an enterprise tier. Dub sells an API, SDKs, webhooks and conversion tracking. Both have thin free plans: five links a month with ads on Bitly, 25 links with three custom domains on Dub.
On paid, Dub Pro at $27 a month gives 1,000 links a month, ten domains and a year of retention. Bitly Growth at $29 a month billed annually gives 500 links, one domain and 120 days of history. Dub is cheaper and more generous at a comparable price point.
Bitly vs Dub: every limit side by side
| Bitly | Dub | |
|---|---|---|
| Free plan | ||
| Free plan available | Yes | Yes |
| Free links | 5 links/mo | 25 links/mo |
| Custom domain on free | No | Yes |
| Ads on free links | Yes | No |
| Analytics on free | None | 30 days |
| QR codes on free | 2/mo | Yes |
| Paid | ||
| Cheapest paid plan | Core, $10/mo | Pro, $27/mo |
| Billed annually | $10/mo | $24.30/mo |
| Links on cheapest paid plan | 100/mo | 1,000/mo (12,000/yr) |
| Custom domains (paid) | 0 (Growth plan and up) | 10 |
| Analytics retention (paid) | 30 days | 1 year |
| Features | ||
| API | Yes | Yes |
| Link-in-bio pages | Yes | No |
| UTM builder | Yes | Yes |
| Link expiration | Not documented | Yes |
| Password-protected links | Not documented | Yes |
| Geo / device routing | Enterprise | Yes |
| A/B split testing | No | Yes |
| Retargeting pixels | No | No |
| Bot-click filtering | Not documented | Not documented |
| Team seats | Enterprise | Yes |
Sources: Bitly pricing and Dub pricing, checked 8 November 2026.
Choose Bitly if…
- You need a vendor your procurement team already knows.
- You want QR codes and landing pages in one product.
- You need mobile deep links.
Choose Dub if…
- You are generating links from code.
- You want conversion tracking, webhooks and RBAC.
- You want three custom domains free and ten for $27.
Bottom line
Dub gives you more for less unless the thing you are buying is Bitly's name.
Frequently asked questions
Is Bitly or Dub better for a free plan?
Bitly gives you 5 links/mo free; Dub gives you 25 links/mo free. See the free-plan rows in the table above for domains, ads and analytics.
Which is cheaper, Bitly or Dub?
Bitly's cheapest paid plan is $10/mo (Core) and Dub's is $27/mo (Pro), both billed monthly. Annual billing lowers the effective rate where offered.
Can I use my own domain with Bitly and Dub?
Bitly: on paid plans (0 (Growth plan and up) domains). Dub: yes, on the free plan.