The 8 Best URL Shorteners in 2025

In today's digital marketing landscape, the humble URL has evolved from a simple web address into a sophisticated tracking and analytics tool. When marketers add UTM parameters to monitor campaigns or include deep linking information for mobile apps, URLs can quickly transform into sprawling text monsters that are not only visually unappealing but practically unusable in certain contexts.

The problem becomes especially apparent when you need to share links in spaces where character counts matter or where users must manually type the address. Consider the difference between sharing something like:http://www.example.com/spring-collection/2025/04/limited-edition-products/?utm_source=newsletter&utm_medium=email&utm_campaign=spring25&utm_content=hero-banner

Versus a clean, branded link like: shop.brand/spring25

URL shorteners bridge this gap by transforming lengthy, parameter-laden web addresses into concise, manageable links while preserving (and even enhancing) their functionality. But today's link management platforms offer much more than simple shortening – they provide powerful analytics, audience targeting, custom domains, and integration capabilities that can significantly impact your digital marketing effectiveness.

That said, in this comprehensive guide, we've evaluated dozens of URL shortening services to identify the eight best options for various needs and budgets. Whether you're an individual creator looking for a free solution or an enterprise marketing team requiring advanced features, you'll find the perfect fit among these top contenders. Let's dive in.

The 8 best URL shorteners at a glance

Service	Best For	Free Plan	Starting Price	Standout Features
S.EE	Comprehensive link management	No free plan	$5/month	Built-in pastebin, image hosting, survey tools
Short.io	Free tier	1,000 links, 50,000 clicks/month	$5/month	Solid all around
URL Shortener by Zapier	Automation workflows	Requires paid Zapier plan	$29.99/month	Integration with 6,000+ apps
Dub	Modern experience	25 links, 1,000 clicks/month	$30/month	AI-powered suggestions, keyboard shortcuts
TinyURL	Quick, anonymous use	100 links	$12.99/month for Pro	No account required, permanent links
BL.INK	Business teams	No free plan	$48/month	Affordable team access, dynamic links
Rebrandly	Brand-focused links	10 links/month	$13/month	Custom domains central to experience
Bitly	Enterprise reliability	5 links/month	$35/month	Industry recognition, enterprise security

1. S.EE - Best comprehensive link management platform

S.EE rises above the competition as a complete link management ecosystem rather than just another URL shortener.

What truly distinguishes S.EE is its versatility. The platform combines core URL shortening with powerful analytics, custom domains, and unique extras that most competitors either don't offer or charge premium prices for. The built-in pastebin functionality is particularly useful for developers and marketers who frequently share code snippets or formatted text, while the image storage feature eliminates the need for separate hosting services.

Key features:

• Comprehensive analytics dashboard tracking clicks, locations, devices, and referrers
• Custom domain support with branded links
• Built-in pastebin for code and text sharing
• Image hosting capabilities
• Advanced link segmentation and targeting
• Survey creation tools integrated with link management
• Team collaboration features

The platform strikes an impressive balance between power and accessibility. Even users without technical backgrounds can quickly navigate the intuitive interface to create, manage, and analyze their links. Meanwhile, power users will appreciate the depth of customization options available.

Beyond basic click tracking, the platform provides granular insights into visitor demographics, behavior patterns, and engagement metrics. For businesses running multi-channel marketing campaigns, this level of detail makes it possible to pinpoint exactly which strategies are working and which need refinement.

Link customization is another area where S.EE excels. The platform allows you to create memorable, branded short links that reinforce your brand identity rather than promoting the shortener service itself. This attention to branding extends to the entire user experience, with customizable redirect pages and social sharing cards.

Pricing: Plans start at $5/month, making it one of the most affordable premium link management solutions available.

2. Bitly - Industry standard with proven reliability

Bitly has been the household name in URL shortening for over 15 years, and its longevity is no accident. This veteran platform has continuously evolved from a simple link shortener into a full-featured marketing tool trusted by individuals and Fortune 500 companies alike. While newer competitors have emerged with flashier interfaces, Bitly maintains its position through rock-solid reliability and enterprise-grade features.

The platform's strength lies in its stability and reputation. When you share a Bitly link, recipients recognize it as a legitimate redirect rather than potential spam—a crucial advantage in today's security-conscious digital environment. This trust factor alone makes Bitly worth considering for business use.

However, Bitly has gradually scaled back its free offering over the years. What was once a generous plan with thousands of monthly links has been reduced to just 10 links per month with limited customization. This deliberate shift positions Bitly firmly as an enterprise tool rather than a casual service.

Key features:

• Comprehensive analytics dashboard with geographic and temporal data
• Custom domains for branded links with enterprise-grade security
• QR code generation with customizable designs
• Link-in-bio feature for social media profiles
• Deep integration with major marketing platforms and CRMs
• Enterprise-grade security and compliance features

Bitly's analytics dashboard stands out for its clarity and depth, allowing marketers to track performance across campaigns, platforms, and time periods. The QR code generation feature has become increasingly valuable as contactless interactions have grown, with options to customize designs and track scans separately from clicks.

For larger organizations, Bitly offers single sign-on (SSO) integration, role-based access controls, and detailed compliance features that smaller competitors simply can't match. These enterprise capabilities come at a premium, but for organizations that prioritize security and governance, they're well worth the investment.

Pricing: Bitly's free plan has been reduced to just 5 links monthly. Paid plans start at $35/month, while enterprise customers looking for advanced features can expect to pay $300/month or more. There's also a Core plan with only 100 links per month that requires annual payment upfront.

3. TinyURL - Simple, fast, and reliable

TinyURL is the grandfather of URL shorteners, having been in continuous operation since 2002. While other early services have disappeared or been acquired, TinyURL has maintained its position through a commitment to simplicity and no-nonsense functionality.

What sets TinyURL apart is its accessibility. While most competitors now require account creation even for basic shortening, TinyURL still allows anyone to shorten a URL without registration, email verification, or other hurdles. This makes it perfect for quick, one-off links or for users who prioritize privacy. Simply paste your long URL, optionally customize the end of the shortened link, and you're done.

Despite its simplicity, TinyURL has modernized by adding premium features through paid plans. These enhancements include link analytics, custom domains for branded links, and the ability to edit a link's destination after creation—a crucial feature if you need to update a destination without distributing a new link.

Key features:

• No account required for basic shortening—ideal for quick links
• Custom URL slugs to create memorable shortened links
• Permanent links that never expire (unless deliberately deleted)
• Link history tracking with account registration
• Basic analytics on paid plans
• Custom domains and branded links for business users
• Ability to edit link destinations after creation

The TinyURL interface remains minimalist and fast-loading, prioritizing function over form. While it lacks the polished design of newer competitors, this streamlined approach means less distraction and faster link creation—especially valuable for users who simply want to shorten a link without navigating complex dashboards.

For businesses or power users who need more features, TinyURL's Pro plan offers a surprisingly robust set of tools at a price point significantly lower than Bitly or Rebrandly. This makes it an excellent value proposition for small businesses or creators who need link tracking without enterprise-level pricing.

Pricing: Free for basic shortening with no account required; Pro plans start at $12.99/month for tracked links, editable destinations, and branded domain options. Unlike many competitors, TinyURL doesn't force annual commitments for its most affordable plan.

4. Rebrandly - Focus on branded links

If you're looking for a powerful alternative to Bitly with a stronger focus on brand-first link customization, Rebrandly is definitely worth considering. The platform has built its entire identity around helping businesses create custom, branded short links that reinforce brand identity rather than promoting the shortener service itself. Unfortunately, like Bitly, Rebrandly has recently gutted its free plan, making it less appealing for casual users.

Even with these changes, Rebrandly's Essentials plan offers compelling value. Starting at just $14/month, you get 250 branded links monthly—a number that increases to 1,500 links for just $39/month. Unlike Bitly's cheapest plan, you don't have to commit to a full year upfront, making it a more flexible option for growing businesses or those testing the waters with link management. For organizations that know they'll max out a free plan but don't want to be locked into a long-term contract, Rebrandly presents a solid middle ground.

The platform scales gracefully with your needs. Moving up to the $39/month Professional plan or $119/month Growth plan unlocks progressively more control over your links, including advanced targeting options that can direct users to different destinations based on location, device, or other parameters. The Enterprise tier adds support for five or more users, making it suitable for marketing teams and agencies managing links for multiple clients.

Key features:

• Custom domains are central to the experience, not an afterthought
• Comprehensive analytics with geographic and device data
• Convenient browser extensions for Chrome, Firefox, and Edge
• Intuitive dashboard for quick link creation and management
• Team collaboration features with role-based permissions
• QR code generation with tracking capabilities
• LinkGallery feature for creating custom link-in-bio pages

Beyond features, Rebrandly stands out for its user experience. The web app is remarkably fast and minimalist, avoiding the bloat that plagues some competitors. Tools for tracking link popularity, analyzing audience behavior, and generating QR codes are all intuitively organized and quick to access.

The platform also integrates seamlessly with Zapier, enabling automated workflows like creating new branded links whenever you publish content or adding shortened URLs to your social media scheduling tool. This automation potential can save marketing teams countless hours of manual work.

Pricing: The free plan is now limited to just 10 links and 100 clicks tracked monthly. Paid plans start at $14/month for 250 links, with no annual commitment required. Enterprise plans with team features and advanced targeting start at $119/month.

5. Dub - Modern, sleek URL shortening

For those wondering what a URL shortener built from scratch in today's digital landscape would look like, Dub provides the answer. Launched in late 2022, this newcomer brings a thoroughly modern approach to link management, with a clean interface and innovative features that make even established players feel somewhat dated by comparison.

Where older platforms often show the weight of years of feature additions and legacy code, Dub feels refreshingly lightweight without sacrificing power. The platform was designed with contemporary workflows in mind, featuring keyboard shortcuts that make power users more efficient, AI-powered URL slug suggestions that save time, and a clean, minimalist interface that reduces cognitive load during tasks.

Despite being relatively new to the market, Dub has rapidly added features while maintaining a focus on user experience. The platform's development team regularly releases updates and improvements, often in direct response to user feedback—a level of responsiveness that larger, more established competitors struggle to match.

Key features:

• AI-powered URL slug suggestions that learn from your naming patterns
• Advanced analytics that track device types, locations, and referrers
• Custom social cards that control how links appear when shared
• Automatic QR code generation with customization options
• Keyboard shortcuts that speed up workflow for power users
• Custom domains with simple DNS setup
• Link expiration and password protection options

Dub's pricing structure is particularly noteworthy in an industry where free plans are increasingly restricted. The platform offers a genuinely useful free tier with 25 new links monthly, 1,000 tracked clicks, and support for up to three custom domains—including a subdomain of your existing website. This generous approach extends to advanced features like city-level analytics and device tracking, which competitors often reserve for paid tiers.

The paid plans deliver exceptional value as well. For $30/month, you get 1,000 new links monthly, 50,000 tracked clicks, advanced link targeting capabilities, and custom social media cards that significantly improve how your links appear when shared. The plan also supports five team members and includes unlimited AI credits for automatic link customization.

As an added bonus for the technically inclined, Dub is open source, allowing organizations with development resources to potentially customize and run their own instances.

Pricing: Free plan includes 25 links, 1,000 clicks, and 3 custom domains with advanced analytics; paid plans start at $30/month for 1,000 links, 50,000 clicks, and enhanced features like advanced targeting and custom social cards.

6. BL.INK - Business-focused with team features

BL.INK takes a decidedly business-first approach to URL shortening, positioning itself as a full-featured enterprise solution at a significantly lower price point than competitors like Bitly. While many platforms treat team capabilities as a premium feature reserved for the most expensive tiers, BL.INK recognizes that collaborative link management is essential for modern marketing teams.

What immediately sets BL.INK apart is its affordable multi-user functionality. Where platforms like Bitly and Rebrandly charge hundreds of dollars monthly for team access, BL.INK includes three user accounts in its $48/month plan. This pricing structure makes it accessible to small marketing teams, agencies, and growing businesses that need collaborative features without enterprise-level budgets.

The platform excels at giving businesses granular control over their shortened links. The Dynamic Links feature is particularly powerful, allowing links to adapt their destination based on parameters like the visitor's geographic location, what device they're using, or even the time of day they click. This capability enables sophisticated marketing campaigns without requiring complex technical infrastructure.

Key features:

• Collaborative team workspace with role-based permissions
• Dynamic links that intelligently adapt based on location, device, or time
• Extraordinarily detailed analytics with time-of-day reporting
• Tag-based campaign organization and filtering
• Custom domains with brand protection features
• Link expiration and scheduling capabilities
• Bulk creation and management tools for large campaigns

BL.INK's analytics dashboard is thoughtfully designed for marketing professionals, showing not just how many clicks a link receives but breaking down traffic patterns by time of day, allowing teams to identify optimal posting times. The platform also provides detailed geographic data, device information, and referrer tracking, giving marketers actionable intelligence for campaign optimization.

The tagging system deserves special mention for its versatility. Unlike basic folders, BL.INK's tags allow links to belong to multiple categories simultaneously, creating a flexible organizational system that adapts to your workflow rather than forcing you to adapt to it. This becomes particularly valuable when managing large numbers of links across different campaigns and channels.

For organizations concerned about brand safety, BL.INK offers domain locking and branded link protection to prevent unauthorized creation of links using your custom domain, adding a layer of security that many competitors lack.

Pricing: Expert+ plan starts at $48/month with 10,000 active links, 7,500 tracked clicks per link, and support for three team members. Enterprise plans with additional customization are also available.

7. Short.io - Feature-rich with generous free plan

While free plans have been increasingly gutted by major players, Short.io stands as a refreshing exception. This platform offers one of the most generous free tiers in the URL shortening space, making advanced link management accessible to individuals and small businesses without immediate budget for premium tools.

Unlike most competitors that limit free users to basic shortening with minimal analytics, Short.io's free plan includes features typically reserved for paid tiers. Most notably, it offers device targeting capabilities that allow you to direct mobile users to app stores while sending desktop users to websites—all from the same shortened link. This functionality alone makes Short.io worth considering for mobile app developers and marketers targeting multiple platforms.

What makes Short.io unique is its approach to domains. While most shorteners offer their own domain by default (like bit.ly or tinyurl.com), Short.io requires users to set up a custom domain even on the free plan. This might initially seem like a limitation, but it actually ensures that all your links are branded from day one, enhancing professionalism and recognition. To facilitate this, the free plan allows for up to five custom domains—a level of customization that competitors charge significant premiums for.

Key features:

• Advanced targeting by device type and geographic location
• Custom domains required (with generous allowance of 5 on free plan)
• Comprehensive analytics including geography, referrers, and browsers
• Customizable link expiration dates and times
• Password protection for sensitive links
• Customizable QR codes with tracking
• Team collaboration on paid plans

The platform's analytics capabilities are impressively thorough, especially considering the price point. The Statistics section provides broad overviews of link performance, while the Clicks Stream section allows you to examine individual click events in detail—showing precisely when, where, and how people are interacting with your links.

Short.io's interface strikes a balance between power and usability. The targeting features are particularly well-implemented; simply click the Apple icon, Android icon, or globe icon when adding a link, and you can specify different destinations for different user types. This makes it easy to create sophisticated multi-platform campaigns without needing technical expertise.

For users who outgrow the free plan, the Personal tier offers unlimited branded links and adds geographic targeting capabilities at a modest $19/month. This makes Short.io not just a great starting point but a scalable solution that can grow with your needs.

Pricing: The free plan includes 1,000 branded links, 50,000 tracked clicks, device targeting, and support for five custom domains. The Hobby plan starts at $5/month.

8. URL Shortener by Zapier - Automation-focused shortening

The URL Shortener by Zapier takes a fundamentally different approach from every other platform on this list. Rather than positioning itself as a standalone link management solution, it exists as a specialized tool within Zapier's broader automation ecosystem. This integration-first approach makes it uniquely valuable for marketers, content creators, and businesses that prioritize workflow automation.

What makes Zapier's offering distinctive is that it's designed to be triggered automatically as part of larger workflows. Instead of manually creating short links, you can set up "Zaps" (Zapier's automated workflows) that generate them whenever specific events occur in over 6,000 connected applications. This capability transforms link shortening from a manual task into an automated background process.

For example, you could create a Zap that automatically generates a shortened link whenever you publish a new blog post, then shares that link across your social media profiles and adds it to your content calendar. Similarly, e-commerce businesses could automatically create and track short links for new products, while agencies could generate client-specific links whenever new assets are uploaded to project management tools.

Key features:

• Automatic link creation based on triggers in thousands of connected apps
• Integration with more than 6,000 applications including WordPress, Shopify, Google Sheets, and major social platforms
• Multi-step automated workflows for link distribution
• Basic shortening functionality with click tracking
• The ability to save shortened URLs to spreadsheets or databases
• Options to automatically share shortened links via email, messaging apps, or social media

The interface is intentionally minimalist, as you'll primarily interact with it through Zapier's workflow builder rather than as a standalone application. While it lacks some of the advanced features found in dedicated shorteners—like custom domains or detailed analytics—its automation capabilities more than compensate for businesses with established workflows.

It's worth noting that while Zapier has a free plan, the URL Shortener requires multi-step Zaps, which are only available on paid plans. However, for organizations already using Zapier for other automations, this represents an included tool rather than an additional expense.

The true value of URL Shortener by Zapier lies in the time it saves through automation. For content teams, marketers, and businesses publishing links regularly, eliminating the manual step of creating and distributing short links can reclaim hours of productive time each week—making the Zapier subscription cost easy to justify through productivity gains alone.

Pricing: The URL Shortener requires multi-step Zaps, which are only available on Zapier's paid plans. These start at $29.99/month (or $19.99/month billed annually) and include 750 automated tasks per month across all your Zaps.

How to choose the right URL shortener

When selecting a URL shortener, consider these factors:

1. Volume of links: How many links do you need to create monthly?
2. Analytics needs: Do you need basic click counts or detailed demographic information?
3. Branding requirements: Is having a custom domain important for your brand?
4. Team access: Will multiple people need to create and manage links?
5. Integration requirements: Does the service need to work with your existing marketing tools?
6. Budget: Are you looking for a free solution or willing to invest in premium features?

Benefits of using URL shorteners

URL shorteners offer several advantages beyond simply making links shorter:

• Improved aesthetics: Short links look cleaner in messages, social media posts, and printed materials
• Tracking capabilities: Most shorteners provide analytics on who's clicking your links
• Link management: Organize and update your links from a central dashboard
• Brand reinforcement: Custom domains help strengthen brand recognition
• Targeting options: Some services allow you to send different users to different destinations
• QR code integration: Many services automatically generate QR codes for your short links

Choosing the right URL shortener for your needs

The URL shortening landscape has evolved dramatically since the early days of bit.ly and TinyURL. What was once a simple utility for making long links more manageable has transformed into a sophisticated ecosystem of link management platforms that provide valuable marketing insights, brand reinforcement, workflow optimization, and more.

As we've seen throughout this comparison, there's no one-size-fits-all solution. The right choice depends entirely on your specific requirements:

For comprehensive link management that goes beyond basic shortening, S.EE stands as the clear frontrunner. Its unique combination of URL shortening, analytics, pastebin functionality, image hosting, and survey tools creates an all-in-one digital content platform that eliminates the need for multiple specialized services. The intuitive interface makes these powerful features accessible to users of all technical levels, while the analytics capabilities provide actionable insights that can directly improve marketing performance.

For enterprise users requiring maximum reliability and security, Bitly remains the industry standard with its established reputation and robust infrastructure. Teams that prioritize collaboration and need affordable multi-user access will find BL.INK's approach particularly appealing, while those focused on automation would benefit most from URL Shortener by Zapier's seamless integration with thousands of apps.

Budget-conscious users aren't left behind either. Short.io delivers impressive functionality on its free tier, while TinyURL continues to offer the simplest, most accessible shortening experience without requiring registration. Meanwhile, modern teams looking for a sleek, efficient workflow might gravitate toward Dub's contemporary approach with AI-powered suggestions and thoughtful keyboard shortcuts.

As link management continues to evolve, we're seeing increased emphasis on branding, analytics, and integration capabilities. The most forward-thinking platforms like S.EE are pushing boundaries by expanding beyond traditional link shortening to create comprehensive content management ecosystems that address multiple digital marketing needs simultaneously.

No matter which solution you choose, implementing a consistent link management strategy can significantly enhance your digital presence, making links more shareable, providing valuable audience insights, and reinforcing brand identity with every click.

Ready to elevate your link management approach? Start today and discover how a comprehensive platform can transform your digital content strategy.

Frequently asked questions about URL shorteners

What is a URL shortener?

A URL shortener is a tool that converts long URLs into shorter, more manageable links that redirect to the original destination. Modern URL shorteners also offer analytics, custom domains, and other management features.

Are URL shorteners safe?

Reputable URL shorteners like S.EE and Bitly are safe to use. However, as with any link, you should be cautious when clicking shortened URLs from unknown sources, as they can conceal the actual destination.

Do shortened links expire?

This depends on the service. Links created with established shorteners like S.EE, Bitly, and TinyURL generally do not expire unless you specifically set an expiration date or delete them manually.

Can I customize the end of my shortened URL?

Yes, most URL shorteners allow you to customize the end of your shortened URL (the "slug"). Premium plans typically offer more customization options, including branded domains.

What analytics do URL shorteners provide?

Basic analytics include click counts and referral sources. More advanced platforms like S.EE offer geographic data, device information, time-based analytics, and user segmentation.

Can I change the destination of a shortened URL after creating it?

Yes, most URL shorteners allow you to edit the destination URL without changing the shortened link itself. This is particularly useful for updating campaign destinations without having to distribute new links.

Are there any free URL shorteners with good features?

Yes, services like S.EE, TinyURL, and Short.io offer free plans or free trials with varying features. While free plans have become more limited across the industry in recent years, they still provide basic shortening capabilities for casual users, sometimes for a limited period of time.