Bitly is still the household name in link shortening — and for many teams, still a fine product. But its free plan has shrunk while paid prices climbed (both widely reported; verify current plans with Bitly), and that combination sends a steady stream of people searching for alternatives. Here are the ones actually worth considering, including where each beats the others.
What is the best Bitly alternative?
For most teams, the best Bitly alternative is whichever tool gives you a custom domain and real analytics at your price point: LinkPilot if you also want secret links and a free custom domain, Dub if you want a developer-first open-source platform, Short.io if you want the most generous free tier, and Rebrandly if branded domains at volume are the whole job.
How do the alternatives compare?
| Tool | Free plan | First paid tier | Custom domain on free/low tier | Stand-out |
|---|---|---|---|---|
| LinkPilot | 50 links, 1,000 clicks/mo, 5 secret links | $29/mo — unlimited links, 50k clicks, API | Yes — 1 on free | Secret links + analytics in one workspace |
| Dub | 25 links, 1,000 clicks/mo | ~$30/mo — 50k clicks | Yes | Open source, developer DX |
| Short.io | Generous link allowance, multiple domains | Low-cost paid tiers | Yes | Most generous free tier |
| Rebrandly | 10 links/mo (post-2025 repricing) | Metered branded links/clicks | Paid | Domain catalogue & branding focus |
| T.LY | Basic free shortening | Low-cost | Paid | Simple, popular with solo users |
| TinyURL | Unlimited basic redirects | Paid adds analytics/branding | Paid | Zero-friction one-off links |
| Bitly (baseline) | 10 links/mo, short analytics history | Growth from ~$35/mo | Paid | Brand recognition, QR suite |
All plan details as published July 2026 — shortener pricing changes often; verify with each vendor before deciding.
1. LinkPilot — best if you want more than shortening
LinkPilot's free plan includes what Bitly charges for: 50 branded short links, 1,000 tracked clicks a month, real-time analytics, and a custom domain. Paid is one flat $29/mo Pro tier (unlimited links, 50,000 clicks, API) instead of a feature ladder. The differentiator is the second workflow: burn-after-read secret links for passwords and API keys, with audit timelines — no other shortener in this list does that. There's also an anonymous shortener that needs no account. Weaknesses, honestly: no open-source edition, and the brand is younger than everything else here. Full comparison: LinkPilot vs Bitly, and see pricing for the plan matrix.
2. Dub — best for developers
Dub is the open-source darling of this category: clean API, typed SDKs, great docs, modern dashboard. If your links are created by code more than by humans, start here. Its free tier is genuinely usable (25 links) and paid scales by clicks. It doesn't do secret sharing or white-label agency workspaces. Comparison: LinkPilot vs Dub.
3. Short.io — best free tier
Short.io's free tier (multiple custom domains and a large link allowance, as published July 2026) is the most generous in the category, which is why it appears in every roundup. The trade-off is that advanced routing and team features climb the paid tiers, and there's no ephemeral/secret capability. Comparison: LinkPilot vs Short.io.
4. Rebrandly — best for branded domains at volume
Rebrandly practically invented "branded links" as a category and its domain tooling is deep. Its March 2025 repricing (free plan down to 10 links/month, widely discussed) pushed a lot of light users elsewhere — but for enterprises managing many branded domains, it remains a serious option. Comparison: LinkPilot vs Rebrandly.
5. T.LY and TinyURL — best for simple personal use
Both do frictionless shortening with paid tiers for analytics and branding. If you need a short URL occasionally and don't measure anything, they're fine — see LinkPilot vs TinyURL and LinkPilot vs T.ly for where the ceilings are.
How do you actually switch?
- Export your links from Bitly (CSV export in the dashboard).
- Set up your own custom domain in the new tool — this is the step that makes you migration-proof forever.
- Recreate the slugs that still matter via CSV import.
- Update the links you control (bio pages, email templates, ads).
Old bit.ly URLs keep redirecting on Bitly's side — you can't transfer them, which is precisely the argument for owning your short domain from now on. For the price side of the decision, see our Bitly pricing teardown.