Review
Bitly review: is it the right URL shortener in 2026?
The best-known shortener, now a connections platform with QR codes and landing pages, priced for teams.
Bitly has been shortening links since 2008 and has grown into what it calls a connections platform: short links, QR codes and link-in-bio pages under one dashboard. The brand recognition is real, and so is the integration catalogue, which covers everything from HubSpot to Zapier.
The pricing, verified on the official page in November 2026, is where it gets uncomfortable. The free plan is labelled 'With Ads' and allows 5 links and 2 QR codes a month with no analytics history. Core costs $10 a month but is billed annually only, so $120 up front for 100 links a month and 30 days of history, still with no custom domain. A branded domain requires Growth at $29 a month, again billed annually, for 500 links a month and 120 days of history. Premium is $199 a month for 3,000 links.
Where Bitly earns its price is the enterprise tier: SSO, multiple users, two years of history, mobile deep links and a vendor security review process. If your procurement team needs that, nothing else on this list is as easy to buy. If you are a creator or a small business, the same money buys far more elsewhere.
Bitly pricing and limits
| Free | Core (cheapest paid) | Growth | |
|---|---|---|---|
| Price | $0 | $10/mo $10/mo annual | $29/mo |
| Links | 5 links/mo | 100/mo | 500/mo |
| Custom domains | No | 0 (Growth plan and up) | 1 complimentary |
| Analytics retention | None | 30 days | 120 days |
| Ads on links | Yes | None | None |
Source: Bitly pricing page, checked 8 November 2026. Core is billed annually only ($120/yr). Growth is $29/mo billed annually; a custom domain is included from Growth upward.
Features
| Public API | Yes |
|---|---|
| Link-in-bio pages | Yes |
| QR codes | Yes |
| UTM builder | Yes |
| Link expiration | Not documented |
| Password protection | Not documented |
| Geo and device routing | Enterprise |
| A/B split testing | No |
| Retargeting pixels | No |
| Bot-click filtering | Not documented |
| Team seats | Enterprise |
| Mobile deep links | Yes |
| Browser extension | Yes |
| Zapier / integrations | Yes |
Pros and cons
Pros
- The most recognised brand in link shortening, with a long uptime record
- QR codes, landing pages and links in one product
- Mobile deep linking and an enterprise tier with SSO and 2-year history
- Integrations with almost every marketing tool
Cons
- Free plan is 5 links a month, shows ads and keeps no analytics history
- Custom domains only arrive on Growth at $29/mo billed annually ($348/yr)
- Core plan is annual-only and still capped at 100 links a month
- Link quotas are monthly, so unused links do not roll over
Bitly alternatives
- AlternativeReSlugAnyone who wants a custom domain and real analytics without paying
- AlternativeDubDevelopers and SaaS teams who want an API, SDKs and conversion tracking
- AlternativeRebrandlyMarketing teams that want branded links with enterprise support
Frequently asked questions
Is Bitly free?
Yes. The free plan includes 5 links/mo, no custom domain, None of analytics and shows ads on links.
How much does Bitly cost?
Paid plans start at $10/mo (Core) billed monthly, or $10/mo billed annually. That tier includes 100/mo links and 0 (Growth plan and up) custom domains.