If you're still paying for Bitly in 2026, you might want to read this.
I've been using link shorteners for years — tracking clicks on newsletter links, social posts, client campaigns. Bitly was always the default. Then they moved everything behind a paywall. Custom domains? $35/month. Decent analytics? Pay up. Even basic branded links now need a subscription.
I finally looked for alternatives and found Dub.co.
The Pricing Problem
Here's what Bitly charges in 2026:
| Feature | Bitly | Dub.co |
|---|---|---|
| Custom domain | $35/mo | Free |
| Links per month | 100 (free) | 1,000 (free) |
| Click analytics | Paid only | Free |
| API access | $29/mo+ | Free |
| QR codes | Paid | Free |
| Team workspaces | $199/mo | $24/mo |
That's a $420/year savings just on the basic plan. And Dub.co's free tier is more generous than Bitly's paid starter.
What Actually Made Me Switch
1. Free Custom Domains
With Bitly, using your own domain (like go.yoursite.com) costs $35/month. With Dub.co, you get custom domains on the free plan. You just add a DNS record and you're done.
2. Better Developer Experience
The API is clean and well-documented. Here's how simple it is to create a short link:
curl -X POST https://api.dub.co/links \
-H "Authorization: Bearer YOUR_API_KEY" \
-H "Content-Type: application/json" \
-d '{"url": "https://example.com", "domain": "yourdomain.com"}'
Compare that to Bitly's API which requires OAuth tokens and has rate limits that'll make you cry on the free tier.
3. Open Source
This is the big one. Dub.co is fully open source. You can inspect the code, self-host it, or contribute. Try doing that with Bitly.
4. Analytics That Don't Suck
Real-time click tracking, geographic data, device breakdowns, referrer info — all on the free plan. Bitly gates most analytics behind their Pro plan ($35/mo).
The Migration
Moving was painless. Dub.co lets you import existing links, and your old Bitly links keep working (they're just short URLs). I migrated about 200 links in under 10 minutes.
Who Should Switch?
- Developers who need API access without paying enterprise prices
- Marketers who want custom domains and analytics without the Bitly tax
- Startups that need a professional link shortener without burning budget
- Anyone tired of Bitly's constant upsells
Bottom Line
I was paying Bitly $35/month for features that Dub.co gives away free. After 6 months of using it, I haven't looked back. The free tier handles everything I need, the API is better, and being open source means I'm not locked into a vendor that keeps raising prices.
If you're evaluating link shorteners, give Dub.co a try. The free plan is legitimately useful — no credit card required, no 14-day trial bait.
What link shortener are you using? Have you tried any Bitly alternatives? Drop your experience in the comments.
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