Head to head
Bitly vs Short.io: 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. A domain-first shortener with unusually generous domain allowances and a cheap $5 entry plan. Here is how their free plans, prices and features line up.
Short.io has spent a decade undercutting Bitly, and the gap has widened. Short.io's free plan includes five custom domains, 1,000 links and 50,000 tracked clicks a month. Bitly's includes no domain, five links and ads.
Paid, Short.io Hobby is $5 a month for 2,500 links and seven domains, Pro $18 for unlimited links and ten domains. Bitly Growth is $29 a month billed annually for 500 links a month and one domain. Short.io does not publish analytics retention; Bitly Growth keeps 120 days.
Bitly vs Short.io: every limit side by side
| Bitly | Short.io | |
|---|---|---|
| Free plan | ||
| Free plan available | Yes | Yes |
| Free links | 5 links/mo | 1,000 links (lifetime) |
| Custom domain on free | No | Yes |
| Ads on free links | Yes | No |
| Analytics on free | None | Not documented |
| QR codes on free | 2/mo | Yes |
| Paid | ||
| Cheapest paid plan | Core, $10/mo | Hobby, $5/mo |
| Billed annually | $10/mo | — |
| Links on cheapest paid plan | 100/mo | 2,500 (lifetime) |
| Custom domains (paid) | 0 (Growth plan and up) | 7 |
| Analytics retention (paid) | 30 days | Not documented |
| Features | ||
| API | Yes | Yes |
| Link-in-bio pages | Yes | Yes |
| UTM builder | Yes | Yes |
| Link expiration | Not documented | Pro and up |
| Password-protected links | Not documented | Pro and up |
| Geo / device routing | Enterprise | Yes |
| A/B split testing | No | Yes |
| Retargeting pixels | No | Yes |
| Bot-click filtering | Not documented | Not documented |
| Team seats | Enterprise | Team plan |
Sources: Bitly pricing and Short.io pricing, checked 8 November 2026.
Choose Bitly if…
- You need enterprise SSO and a known vendor.
- You want Bitly's QR designer and landing pages.
- You need documented analytics retention (120 days on Growth).
Choose Short.io if…
- You want several branded domains without paying.
- You want an API on the free plan.
- You want unlimited links for $18 instead of 500 for $29.
Bottom line
Unless you are buying Bitly's enterprise tier, Short.io is the better deal on every row that involves domains or links.
Frequently asked questions
Is Bitly or Short.io better for a free plan?
Bitly gives you 5 links/mo free; Short.io gives you 1,000 links (lifetime) free. See the free-plan rows in the table above for domains, ads and analytics.
Which is cheaper, Bitly or Short.io?
Bitly's cheapest paid plan is $10/mo (Core) and Short.io's is $5/mo (Hobby), both billed monthly. Annual billing lowers the effective rate where offered.
Can I use my own domain with Bitly and Short.io?
Bitly: on paid plans (0 (Growth plan and up) domains). Short.io: yes, on the free plan.