Bitly vs Rebrandly: An updated comparison (2025)

Bitly is losing many of its loyal users. Long-time Bitly user Andy Gibson, Founder of Mindapples says that “Bitly has been taken over by greed and are now charging large fees for services that are free elsewhere”. Here’s the full review:

This is not a one-off opinion. Many Bitly users are making their voices heard on platforms like Trustpilot:

Almost all the reviews point to:

1. Complicated analytics with outdated UI: Monitoring campaign performance with Bitly can be a frustrating experience.
2. Limited features at a premium price: Bitly’s pricing model places essential tools behind expensive tiers. For example:
   • Access to advanced metrics like device usage and geographic insights is restricted to the Premium plan which costs an insane $300/mo.
   • The Growth plan ($35/mo) caps usage at 500 links and 10 redirects monthly, forcing users to upgrade if they exceed these limits.

Rebrandly is a great alternative when it comes to affordable pricing. But it is limited in many other ways:

1. Clunky User Interface: While Rebrandly aims to be cheaper, its interface is far from intuitive. In fact, it often performs worse than Bitly, making tasks like quickly accessing campaign metrics unnecessarily cumbersome.
2. Restricted Analytics on Free Plans: Advanced insights such as city-level data, device breakdowns, and social media performance metrics are unavailable on the free tier. Users must upgrade to the $39/mo Professional plan to unlock these essential features.

Dub: The Ideal Alternative to Bitly and Rebrandly

We created Dub as a modern solution that strikes the perfect balance between affordability, functionality, and scalability. Designed with both businesses and developers in mind, Dub addresses the core challenges users face with Bitly and Rebrandly:

1. Advanced Analytics Without the Paywall: Unlike Bitly and Rebrandly, Dub includes comprehensive analytics, such as device usage, geographic data, and social media performance, right out of the box, even on the free plan. There’s no need to pay to gain actionable insights that matter to your campaigns.
2. Streamlined and Intuitive Interface: Dub’s UI is built for simplicity and speed. Whether you’re managing links or analyzing performance metrics, the platform ensures effortless navigation, providing a seamless experience for users at all levels.
3. Transparent and Flexible Pricing: Starting at just $24/mo, Dub provides 1,000 branded links, unlimited redirects, and advanced customization features, empowering businesses of all sizes to scale without breaking the bank. Our pricing increments are designed to provide greater volume for power users. We believe in keeping essential features accessible and not restricting them behind paid plans.
4. Built for Developers and Teams: Dub offers powerful APIs, native SDKs, and open-source options, making it easy to integrate with existing workflows. Advanced security features, like Single Sign-On (SSO), ensure teams have the control and safety they need, whether managing campaigns or scaling operations.

With Dub, you’re not just managing links; you’re unlocking the full potential of your campaigns, enhancing your analytics, and saving costs - all in one user-friendly platform.

This article dives into the essential differences between Bitly, Rebrandly, and Dub, providing you with the insights needed to choose the best link management platform. We’ll evaluate them based on:

• Ease of creating and managing short links
• Tools for measuring and improving campaign performance
• Developer-friendly features and integrations
• Scalability, security, and data privacy

If you are short on time, check the comparison table at the end of the article.

All prices mentioned in this article are based on monthly billing. For a comparison of prices on yearly billing you can refer to this page for Dub vs Bitly and this page for Dub vs Rebrandly.

Ease of creating and managing short links

Dub: Flexible Features for Every User

Dub offers a comprehensive toolkit for creating branded short links, managing UTM parameters, and customizing link previews - providing value across all its plans:

1. Branded custom domain links on all plans:: Dub has one of the most generous free plans in the industry. Our free plan supports unlimited link clicks and redirects with up to 3 custom domains, allowing even free users to maintain consistent, professional branding. On paid plans, you can create upwards of 1,000 links/mo, and unlimited custom domains.
2. Streamlined UTM Tracking: Dub makes it easy to add UTM parameters to links for effective campaign tracking. With features like reusable templates and automation, even free-tier users can save time and avoid manual errors.
3. Personalized Link Previews: Paid users can take control of how their links appear, designing custom titles, descriptions, and images to boost engagement and match their brand identity.

Dub provides a no-hassle, scalable solution that adapts to the needs of both growing businesses and large enterprises, ensuring every user has access to impactful link management tools without unnecessary limits.

Bitly: Key Features Locked Behind Paywalls

While Bitly offers branded short links and basic customization, its most valuable features are restricted to higher-priced plans:

• Branded Short Links: The free plan only allows the use of Bitly’s default domain, which can harm your campaign’s credibility and click-through rates, especially since such domains are often associated with spam. Notably, AT&T actively blocks such generic domains like bit.ly. To access one custom domain, users must upgrade to the $35/mo Growth plan, while multi-domain support is only available at the Enterprise level. The Growth plan allows users to create up to 500 links/mo.
• UTM Parameters: Free users cannot manually add UTM parameters, a critical feature for tracking campaign performance. This functionality becomes available on the $8/mo Core plan, while preset UTM templates require the $35/mo Growth plan.It's important to note that the $8/mo plan is only available when billed annually.
• Social Media Previews: Bitly lacks built-in options for customizing link previews, such as titles, descriptions, or images. Users must modify the destination page’s metadata manually to control how links appear on social platforms.

Rebrandly: Generous features at an affordable price

Rebrandly offers a compelling mix of features at an attractive price point, standing out as a more accessible option compared to Bitly. However, it does have some limitations:

1. Branded Short Links: The free plan includes branded short links but supports only one custom domain. To manage multiple domains, users must upgrade to the $39/mo Professional plan, which allows connecting up to three domains and provides 1500 links/mo.
2. UTM Parameter Builder: A notable advantage of Rebrandly is its inclusion of a UTM parameter builder in the free plan, enabling users to track campaign performance without additional costs.
3. Social Media Previews: Rebrandly does not support customizable social media previews. Users cannot edit link metadata, such as titles, images, or descriptions, regardless of the plan.

Verdict

• Dub and Rebrandly are the clear winners in link creation and management, with Dub having a better edge. Dub offers the most links/month, multiple custom domains, and customizable link previews, even on its free plan, making it the most flexible choice.
• Bitly falls behind, with essential features locked behind expensive plans, making it less appealing overall.
• Rebrandly is a great alternative, but it limits users to one custom domain and lacks social media preview options, giving Dub the advantage.

Tools for measuring and improving campaign performance

Dub: Advanced Analytics Made Easy with AI

Dub stands out for its ability to deliver comprehensive analytics in a way that is both powerful and intuitive. Unlike competitors, Dub focuses on providing actionable insights without overwhelming users:

1. Intuitive UI: Dub’s interface balances simplicity and depth, catering to both beginners and advanced users.

   View demo in browser ↗

   

   Key metrics like geographic data, device types, and referral sources are easily accessible, with advanced features remaining intuitive to use.

2. AI-Powered Insights: Dub leverages AI to turn raw data into actionable strategies. Picture this: you ask, "Which links performed best this month?" and Dub AI instantly generates a detailed report for you. Here is another example of AI in action:

3. Future-Ready Analytics: Dub is preparing to launch Dub Conversions, a feature in beta that will track how clicks convert into leads or sales, offering unparalleled insights into campaign performance. Neither Bitly nor Rebrandly offers anything comparable, leaving users without the tools to bridge the gap between clicks and tangible results. Dub’s focus on actionable insights sets it apart as the only platform providing this level of advanced conversion tracking.

Bitly: Data Locked Behind Expensive Plans

Bitly offers a range of analytics that are inaccessible to most businesses:

1. Paywalled Features: Bitly’s free plan includes no analytics, while advanced metrics like device types, geographic data, and referral insights require upgrading to the $300/mo Premium plan—features available for free on Dub.

2. Outdated Design: Bitly’s dashboard, last updated in 2022, feels dated compared to Dub’s modern UI, making navigation less intuitive.

   

   Companies like Cerebrum have saved 20 hours a week by switching from Bitly.

3. Steep Learning Curve: Users often find it challenging to interpret data efficiently, particularly with limited visualization tools. "Bitly is unnecessarily complicated." - according to Sebastian Mellen, CEO of Cerebrum.

Rebrandly: Limited Analytics with Gimmicky AI

Rebrandly offers accessible analytics, but its overall approach leaves room for improvement:

1. Outdated Design: The user interface is functional but feels dated, lacking the polish and intuitive navigation found in Dub’s platform. This can make accessing and interpreting data less seamless for users.

   

2. Analytics Gated at a Lower Price: While Rebrandly’s analytics are more affordable compared to Bitly, many key features are still locked behind the $39/mo Professional plan, limiting access for free users to only basic metrics like click tracking.

3. Gimmicky AI Feature: Rebrandly advertises an AI-powered suggestion tool, but its functionality is superficial. The AI merely advises users on the best times to share links, based on aggregated data from other Rebrandly links, offering little actionable value for improving individual campaigns.

Verdict

• Dub sets a new standard for campaign analytics with its intuitive interface, AI-powered insights, and forward-looking features like "Dub Conversions." It provides comprehensive analytics, turning raw data into actionable strategies—all accessible even on its free plan.
• Bitly falls behind with its outdated design, steep learning curve, and reliance on paywalls for advanced analytics. At $300/mo for access to key metrics, it remains an expensive option for most businesses.
• Rebrandly offers a more affordable entry point, but its analytics are still gated behind higher-tier plans, and its AI features lack depth, offering minimal actionable insights.

For businesses seeking powerful, user-friendly, and innovative analytics, Dub is the clear leader in this category.

Developer Tools

Dub: Built for Developers

Dub is designed to meet the needs of developers and teams by offering seamless integrations, advanced tools, and unmatched flexibility. It ensures that businesses of all sizes can incorporate link management effortlessly into their workflows.

Key Developer Features in Dub:

1. Comprehensive API and SDKs: Dub’s robust API supports high-volume requests, enabling automation of link creation, tracking, and updates. Native SDKs in TypeScript, Python, Go, and Ruby simplify integration across various tech stacks, saving developers valuable time.
2. Enhanced Security and Permissions: Dub provides advanced controls, such as restricted scopes and workspace API keys, to protect sensitive data while offering precise access management in team environments.
3. Flexible Authentication Options:
   • OAuth 2.0 for secure, user-consented connections in customer-facing apps.
   • API Key Authentication for internal tools, balancing simplicity and security.
4. Integrations Marketplace: Dub’s marketplace connects with platforms like Zapier and Slack, ensuring seamless integration into existing workflows and adaptability to evolving needs.
5. Bulk Management and Automation: Tools for handling large-scale campaigns efficiently, making Dub ideal for enterprises and high-volume users.

Bitly: APIs that are Mobile-Friendly

Bitly provides several developer tools that cater to both mobile and PC developers. Certain features are restricted to higher-tier plans, and official SDKs are offered for only a limited range of platforms.

Key Developer Features in Bitly:

• OpenAPI Specification: Developers can auto-generate client libraries for various languages like Python and JavaScript, enabling easy integration into diverse tech stacks.
• Mobile SDKs: Official Android and iOS SDKs offer mobile-specific features like deep linking and link customization, ideal for app developers.
• Integrations: Bitly supports popular platforms such as HubSpot, Salesforce, and Zapier for CRM and marketing workflows. However, these integrations are gated by the Growth and Premium plans, limiting accessibility for smaller teams.
• Enterprise-Only Tools: Advanced options like webhooks, extensive analytics, and high API request limits are restricted to costly Enterprise plans.

Rebrandly: A Developer-Friendly Option with Some Limits

Rebrandly offers a range of developer tools to simplify link management and integration into applications. However, its features lack the depth and scalability of competitors like Dub.

Key Developer Features in Rebrandly:

• Comprehensive API: Rebrandly’s API supports the creation and management of branded short links, offering robust capabilities like bulk link creation and domain management. This makes it suitable for businesses handling high volumes of links.
• Developer Hub: Rebrandly provides an extensive Developer Hub featuring API documentation, coding examples, and an API Explorer, making it easier for developers to test and implement solutions.
• SDKs: Limited SDK availability means developers may need to rely more on custom solutions. While Rebrandly simplifies API usage, it lacks the variety of native SDKs provided by platforms like Dub.
• Integrations: Basic integrations with tools like Zapier and Google Sheets enable automation and workflow enhancements. However, the options are fewer compared to competitors, which provide broader integration marketplaces.
• Bulk Link Management: Rebrandly supports bulk link creation, but the absence of advanced automation tools makes it less efficient for scaling large campaigns compared to Dub’s enterprise-level features.

Verdict

• When it comes to developer-friendly features, Dub clearly outshines its competitors with a robust API, a wide variety of native SDKs, and advanced tools for security, automation, and integration. Dub’s comprehensive support for multiple programming languages and seamless integrations with platforms like Zapier and Slack make it an unmatched choice for teams seeking flexibility and scalability.
• Bitly, while offering a solid API and mobile SDKs, restricts many advanced features to its costly Enterprise plans. This limits accessibility for smaller teams and businesses looking for affordable yet powerful developer tools.
• Rebrandly provides a strong API and a user-friendly Developer Hub, but its lack of extensive SDKs and limited integration options make it less versatile. Its bulk link management is a good feature, but it doesn’t match Dub’s efficiency for handling large-scale campaigns.

Overall, Dub emerges as the most developer-focused solution, combining advanced functionality with ease of use, making it the ideal choice for businesses of all sizes.

Scalability, Security, and Data Privacy

Dub: Built to Scale with Enterprise-Grade Security

Dub is designed to support businesses of all sizes, offering robust scalability and advanced security features to protect user data and ensure compliance.

1. Scalability: Dub’s infrastructure handles millions of links and billions of clicks effortlessly, making it ideal for high-volume campaigns and enterprise needs.
2. Advanced Security Features:
   • Single Sign-On (SSO): Dub’s SAML 2.0 SSO ensures secure access for teams by integrating with popular identity providers. This is available on the Enterprise plan.
   • Open-Source Options: Dub’s self-hosting feature offers full control over data, ideal for businesses with strict compliance requirements.
   • SOC 2 Type II Compliance: Dub meets SOC 2 standards, ensuring a secure and reliable system for managing data.
3. Privacy Controls: Dub’s open-source and self-hosting options prioritize data sovereignty, giving businesses full control and transparency while meeting GDPR standards.

Bitly: Reliable Scalability but Limited Security

Bitly offers scalable solutions with essential security features, but these benefits are often locked behind higher-tier plans:

1. Scalability: Bitly supports high-volume link management, but achieving this requires costly Enterprise plans, limiting affordability for smaller teams.
2. Security:
   • SSO: Available on Enterprise subscriptions.
   • Proprietary System: Bitly’s closed ecosystem limits flexibility, leaving businesses with less control over their data.
3. Privacy Compliance: While Bitly complies with key privacy regulations like GDPR, it does not provide open-source options, reducing flexibility for businesses requiring tailored solutions.

Rebrandly: Affordable Scalability with Basic Security

Rebrandly provides scalable link management and essential security features, making it a practical choice for growing businesses:

1. Scalability: The platform supports bulk link creation and high-volume campaigns. Its API allows the creation of up to 100,000 links per second, offering impressive performance for most users.
2. Security:
   • SSO: Rebrandly integrates SAML 2.0 for SSO, enhancing access control.
   • SOC 2 Compliance: Rebrandly adheres to SOC 2 standards, ensuring robust data protection and secure operations.
3. Privacy Compliance: While Rebrandly complies with GDPR and CCPA regulations, it is not open source. Users rely on Rebrandly’s infrastructure for data storage and management, which may limit flexibility for businesses requiring full data control.

Verdict

• Dub is the top choice for scalability, security, and data privacy, offering unmatched flexibility with features like open-source options and enterprise-grade security. Its ability to handle millions of links, combined with SOC 2 Type II compliance and GDPR alignment, makes it the most reliable option for businesses prioritizing control and compliance.
• Bitly provides solid scalability at a premium price. Its closed ecosystem limits data flexibility, making it less appealing for teams that need tailored solutions or transparent data management.
• Rebrandly offers affordable scalability and adheres to SOC 2 standards but lacks open-source options, requiring businesses to depend on its infrastructure. While suitable for smaller teams, it falls short of Dub’s comprehensive control and flexibility.

For businesses prioritizing robust scalability and data sovereignty, Dub clearly leads the pack.

Comprehensive Side-by-Side Comparison Table: Dub vs. Bitly vs. Rebrandly

Key Takeaways

• Dub is the clear leader with its all-inclusive free plan, intuitive UI, advanced analytics, AI-features, developer-friendly tools, and unmatched scalability and security options.
• Bitly struggles with outdated UI and restricts key functionalities behind exorbitant plans.
• Rebrandly is more affordable than Bitly, but offers an unintuitive UI, gimmicky AI, lack of SDK options, and no open-source flexibility making it less robust than Dub.

For businesses seeking a comprehensive and scalable link management solution, Dub remains the top choice. Even our Free plan has more to offer compared to Bitly’s and Rebrandly’s paid plans. Create a free account and access the modern solution for creating and managing short links.