The best link shortener is the one that matches how you share links: a quick free tool for one-off links, a branded shortener on your own domain for campaigns, or a self-hosted option if you want to own the data. Check which redirect type it uses. This page lists ten in no particular order.
A short link looks like a tiny thing, but it carries your brand into emails, posts, printed flyers and QR codes. If the service closes, changes its rules or puts an ad in front of your visitors, every link you've ever printed is affected. That's why who owns the link matters more than how short the link looks.
Below are ten link shorteners in no particular order, listed alphabetically, from free no-account tools to branded platforms and open source software you host yourself. Each description comes from the tool's own website, re-checked today. If your short links mostly live in a social profile, link in bio tools may be the better fit.
Short link tools side by side
In the free plan column, Yes means the tool's site describes a free plan, free plugin or free open source software, and Trial only means a time-limited trial with no ongoing free version.
| Tool | Type | Good for | Free plan |
|---|---|---|---|
| Bitly | Link and QR platform | Free plan with ads, big brand | Yes |
| Dub | Link management platform | Modern link tools, trial first | Trial only |
| Geniuslink | Smart link platform | Affiliate smart links, trial first | Trial only |
| Pretty Links | WordPress link shortener plugin | Free Lite plugin for WordPress | Yes |
| Rebrandly | Branded link shortener | Branded links and QR codes | Yes |
| Replug | Link shortener and CTA tool | Free plan, call-to-action overlays | Yes |
| Shlink | Self-hosted URL shortener | Open source, run it yourself | Yes |
| T.LY | URL shortener | Free quick links, no account | Yes |
| TinyURL | Classic URL shortener | Free shortener, branding on upgrade | Yes |
| YOURLS | Self-hosted URL shortener | Free open-source, self-hosted | Yes |
Ten link shorteners for marketers and creators
Bitly
Best for: Marketers who want a widely recognised short link brand with branded links and QR codes, starting on a free plan that shows ads.
Dub
Best for: Product and marketing teams who want modern short links with analytics and affiliate or partner tracking, tried first on a 14-day trial.
Geniuslink
Best for: Affiliates and publishers who want smart links that send visitors to the right local store, after a 14-day trial.
Pretty Links
Best for: Bloggers on WordPress who want branded short links on their own domain, managed from the site dashboard.
Rebrandly
Best for: Brands that want links on their own domain with analytics and QR codes, starting on the free option the site offers.
Replug
Best for: Social media managers and agencies who want short links with call-to-action overlays on shared content, with a free plan to try.
Shlink
Best for: Privacy-minded developers who want to host an open source URL shortener on their own domain.
T.LY
Best for: People who need a quick short link without signing up, free with no account and custom domains on upgraded plans.
TinyURL
Best for: Casual users and teams who want the familiar shortener for free, upgrading only when they need branded links.
YOURLS
Best for: Site owners who want to run a private URL shortener on their own server with full control of the data.
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Permanent or temporary: why the redirect type matters
Google Search Central's page on redirects and Google Search explains the difference plainly. Permanent redirects show the new redirect target in search results, while temporary redirects show the source page in search results.
For a short link, that's the difference between Google showing your real page or the short URL. Most marketers want the destination to get the credit, so ask whether the tool uses permanent or temporary redirects, and whether you can choose per link. It's a small setting, but check it before you put short links on anything you want found in search.
Free, branded or self-hosted
- Free shorteners are quick for one-off links, though some show ads or limit tracking.
- Branded shorteners put links on your own short domain, which looks trustworthy and survives a change of tool.
- Self-hosted shorteners run on your server, so you keep the data and the links for as long as you like.
- WordPress plugins keep links on your main site and manage them from the dashboard.
If you only take one thing from this page, make it the domain. A link on a domain you own can be pointed at a new tool later; a link on someone else's domain can't.
Setting up branded short links
- Buy a short domain that matches your brand and is easy to say out loud.
- Connect it to your shortener using the DNS steps the tool gives you.
- Check the redirect type and set it to permanent for evergreen links.
- Add UTM tags to campaign links so your analytics shows where clicks came from.
- Name links clearly so your team can find them later.
- Test every link on a phone before it goes into print.
Short link mistakes to avoid
- Printing links you don't control. If a free service changes its rules, printed links go with it.
- Hiding where a link goes. People are wary of mystery links, so add a line of context.
- Reading clicks in isolation. Your shortener's numbers make more sense next to your site data, and the small business guide to Google Analytics shows how to read campaign visits.
Do you make link shortening or branded link tools? Tool makers can ask to be considered for a featured place on this list.
My plain advice on choosing a link shortener
If you share the odd link, a free shortener is all you need. If links go into campaigns, print or QR codes, get a short branded domain first and point it at a tool you can leave later without breaking anything.
Check the redirect type, add tracking tags to campaign links, and avoid any free plan that shows ads to your visitors on links that represent your business. If you've got a developer and care about data, a self-hosted shortener gives you the most control for the least ongoing commitment.
Frequently asked questions
What is a link shortener?
It turns a long web address into a short one that redirects to the original, and usually counts the clicks.
Are short links bad for SEO?
Not in themselves. Google says permanent redirects show the target page in results, while temporary ones show the source, so the redirect type matters.
What is a branded short link?
It's a short link on your own domain instead of the shortener's, which looks more trustworthy and stays yours if you switch tools.
Do short links expire?
Some free tools may limit or remove links under their terms. Branded or self-hosted links stay under your control.
Can I see who clicks my short links?
Most tools show click counts, locations and devices. Adding UTM tags also shows the clicks in your own analytics.
Is there a free link shortener without an account?
Yes, some tools let you shorten a link without signing up, though tracking and custom domains usually need an account.
