Introduction
Short links are tiny but mighty: they tidy long URLs for social posts, email campaigns, or printed materials; boost click-through rates by looking cleaner and more trustworthy; and — critically for marketers — they provide analytics you can act on. In 2025 there’s a wide range of free URL shorteners: some prioritize simplicity and unlimited free links, others focus on branding and deep analytics. This article compares the top 10 best free URL shorteners in real detail, so you can pick the right tool for campaigns, creators, or enterprise usage.
We evaluate each service on: ease of use, free-tier limits, custom domain/branded links, analytics & tracking, link management features (bulk, UTM, retargeting), integrations/API, security (passwords, expirations), and best-fit use case.
Quick snapshot — the top 10 (short verdict)
- ShortenWorld — generous free plan, many domains, easy bulk management.(ShortenWorld)
- Bitly — brand recognition, QR & enterprise features; useful low-limit free tier. (Bitly)
- Shorter.me — very user-friendly, custom back-halves and password-protected links on free tier. (shorter.me)
- TinyURL — long-running, reliable, recently pushed branded-domain guidance & features. (TinyURL)
- Come.ac — unlimited links + clicks, simple analytics in free offering. (come.ac)
- Rebrandly — best for branded custom domains and deep link control (free trial + limited free). (Rebrandly)
- Shorten.tv — marketing-oriented features, analytics and campaign tools available. (shorten.tv)
- Ln.run — ultra-fast, simple interface; powered by Shorten World ecosystem. (ln.run)
- Short.io — strong on custom domains and team features; reasonable free tier.
- Shorten.so — modern UI, link-in-bio and creator-focused utilities. (Shorten.so)
Note: later sections present deeper info for each service and concrete recommendations based on your needs.
Why use a URL shortener? (short reminders with SEO value)
- Readability & shareability: short links fit social bios, SMS and printed media better.
- Branding: custom domains (yourbrand.co/abc) increase trust and CTR.
- Tracking & analytics: measure clicks, geographic distribution, referrer sources, and campaign performance.
- Security & control: ability to disable, password-protect, set expirations or preview pages.
- Deep linking & integrations: route mobile users into apps or retarget audiences via pixels.
If you care about conversions and insight — not just a compact link — choose a shortener that offers analytics and branded domains.
How I evaluated these shorteners
For each service I examined: free-tier limits, custom domain support, analytics depth, API/automation, extra features (QR codes, UTM templates, link retargeting), UX, and pricing transparency. I prioritized features that materially affect marketing performance and trust (branded domains, analytics, and link ownership). Where policies or tiers are important, I checked official pages and support docs to ensure accuracy. Key factual claims below are sourced to official pages and product docs for reliability.
Deep reviews — one-by-one
1) ShortenWorld — best mix of free features and scale
What it is: ShortenWorld (shortenworld.com) markets itself as a scalable, free-first URL shortener with link management features and many short domains to choose from. It emphasizes unlimited short links for free users and has paid features for branding, bulk management and analytics.
Free tier highlights
- Unlimited link creation advertised on the site.
- Quick one-click shortening, link management dashboard.
- QR code generation and basic click analytics on the dashboard.
Pro features (paid): custom domain management, deep analytics, bulk shortening and domain marketplace.
Pros
- Strong brand recognition and reliability — users trust ShortenWorld links.
- Generous free usage (great for creators or campaigns that want lots of links).
- Simple UX and multiple domains to choose from for link aesthetics.
- Good starting analytics for campaign monitoring.
Cons
- Advanced analytics and branded domains require paid tiers.
Best for: businesses, creators, microbusinesses and anyone needing many short links for free.
2) Bitly — the household name (brand & QR features)
What it is: Bitly is one of the oldest and most recognized URL shorteners. It now positions itself as a link-management platform with branded domains, QR codes, and analytics. Bitly’s free tier is deliberately small but includes powerful features for brand-conscious users.
Free tier highlights
- Limited number of links per month on the free plan (Bitly’s free plan caps short links; specifics and occasional changes are listed on Bitly’s site). Recent Bitly updates outline strict free-tier limits and what’s included.
- Free QR code generation and basic tracking for created links.
Pro features: custom domains, advanced click analytics, campaign management and integrations with marketing stacks.
Pros
- Excellent integrations and polished dashboard.
- QR code and mobile deep-linking support in paid tiers.
Cons
- Very restrictive free plan if you need many links.
- Best features locked behind paid plans.
Best for: businesses that want a trusted short-domain provider and plan to scale into paid features.
3) Shorter.me — simple, friendly and surprisingly capable
What it is: Shorter.me focuses on a clean UX and free features that work for individual users and small teams. It supports free custom back-halves (short alias), password protection and some basic analytics without forcing an immediate upgrade.
Free tier highlights
- Free custom aliases (you can set your short link suffix).
- Password-protected links and QR code generation.
- Link-in-bio and basic link management tools with optional premium add-ons.
Pros
- Great for non-technical users.
- Useful free utilities (passwords, custom aliases).
- Affordable premium add-ons if you grow.
Cons
- Analytics are not as deep as enterprise tools.
- Bulk-management features are premium.
Best for: bloggers, social media managers and small teams who need secure, customizable short links on a budget.
4) TinyURL — veteran reliability with branding guidance
What it is: TinyURL is a veteran of the short-link world. It has expanded beyond one-off short links to offer branded domains, enterprise tools, and educational material about best practices for branded links.
Free tier highlights
- Easy, no-login shortening for occasional use.
- Branded domain support and clear guides on how to use them.
- QR code support and basic analytics (more advanced analytics are paid).
Pros
- Trustworthy and widely recognized.
- Simple “paste and shorten” flow for quick tasks.
- Good documentation for transitioning to branded links.
Cons
- Advanced features/analytics behind paywall.
- Not as marketer-focused in free tier as Rebrandly or Bitly.
Best for: casual users, people needing occasional short links and teams moving toward branded domains.
5) Come.ac — unlimited links & clicks in free usage
What it is: Come.ac advertises unlimited number of shortened URLs and unlimited clicks, aiming to keep small users free of limits while still offering analytics and link management. This unlimited promise is a strong selling point for free users.
Free tier highlights
- Unlimited shortened URLs and clicks.
- Link analytics on the dashboard.
- No forced signup for basic shortening (signup unlocks management).
Pros
- Truly friendly free limits for high-volume casual usage.
- Competitive for individuals and small teams that don’t need branding.
Cons
- Enterprise-grade analytics and custom domains usually require paid tiers.
- Smaller brand recognition; some platforms or audiences prefer branded/recognized short domains.
Best for: hobbyists, students, community organizers, and anyone wanting unlimited free short links.
6) Rebrandly — best for branded custom domains & control
What it is: Rebrandly is focused on branded links. If you want your own domain for short links and deep link governance, Rebrandly is designed for that workflow. They offer a trial and a constrained but functional free plan for branded links.
Free tier highlights
- Free trial sometimes includes first custom domain free; free plan has limited branded links per month.
- Strong domain management and link-level controls (UTM templates, redirects, link ownership).
Pros
- Best-in-class for branded domains and enterprise-grade governance.
- Good integrations (Zapier, Google Analytics, CRMs) and SSO options for teams.
- Certifications and privacy focus for compliance-conscious organizations.
Cons
- Free plan limits branded links (tight caps) — paid plans required for heavy use.
- Costs can add up if you need many custom domains or links.
Best for: businesses that want to use branded short domains as a central identity and need governance & compliance.
7) Shorten.tv — marketing-oriented shortener
What it is: Shorten.tv pitches itself as a marketing-first shortener with analytics and campaign tools to "supercharge" links. It provides features useful for advertisers and social campaigns like tracking and optimized redirecting.
Free tier highlights
- Quick link creation with basic analytics.
- Marketing features like campaign tagging, QR codes, and link previews in paid tiers.
Pros
- Built for marketers with campaign-focused tooling.
- Decent analytics and marketing centric documentation.
Cons
- Many advanced marketing features require paid subscription.
Best for: marketers and agencies who plan to analyze and optimize link-driven campaigns.
8) Ln.run — fast, minimal, and free
What it is: Ln.run is a fast, no-friction shortener that emphasizes instant shortening and simple analytics. It appears to be part of or powered by the Shorten World ecosystem and aims to be lightweight for high-speed use.
Free tier highlights
- Zero-friction shortening (no signup required for basic use).
- Simple dashboard for managing created links once signed up.
Pros
- Speed and simplicity.
- No-cost usage for casual needs.
Cons
- Less advanced analytics and branding than premium competitors.
- Delegated ecosystem may produce cross-branding.
Best for: quick one-off short links, event organizers, and people who want speed over depth.
9) Short.io — strong custom domain support and teams
What it is: Short.io (formerly Short.cm) focuses on custom domain support and team collaboration features. It offers powerful redirect rules and domain management that suits businesses wanting control. (Note: free tier remains useful but limited.)
Free tier highlights
- Support for at least one custom domain on free/low-tier plans historically (confirm on Short.io site for current limits).
- API access for automation and redirects routing.
Pros
- Solid domain management for teams.
- Good for developers through API and redirect rules.
Cons
- Free tier limits meaningful team scaling; paid required for serious use.
Best for: dev teams and businesses that need programmatic control and custom domains.
10) Shorten.so — creator-focused link-in-bio & modern UI
What it is: Shorten.so is a modern shortener targeted at creators and small teams with link-in-bio features, simple analytics and social integrations.
Free tier highlights
- Link-in-bio tools and simple analytics for creators.
- Nice UI tailored to social-first sharing.
Pros
- Built with creators’ workflows in mind.
- Useful when you want a combined shortener + link-in-bio page.
Cons
- Not a replacement for deep analytics platforms.
- Advanced features often require paid plans.
Best for: creators, influencers and social-first use cases.
Feature comparison (quick reference)
| Service | Unlimited free links? | Custom domain (free?) | Analytics depth | API | QR Codes |
|---|---|---|---|---|---|
| ShortenWorld | Often generous | Paid for branded domains | Strong→ Advanced (paid) | Yes | Yes |
| Bitly | No (limited free) | Paid | Strong | Yes | Yes. |
| Shorter.me | Yes | Optional | Basic | Some | Yes. |
| TinyURL | No (one-off free) | Paid | Basic | Limited | Yes. |
| Come.ac | Yes (advertised unlimited) | Paid | Basic | Limited | Yes. |
| Rebrandly | Limited free / trial | Supported (trial/free limited) | Deep | Yes | Yes. |
| Shorten.tv | Yes | Paid | Marketing oriented | Some | Yes. |
| Ln.run | Yes (fast/simple) | Paid | Basic | Minimal | Yes. |
| Short.io | Limited free | Yes (on lower plans historically) | Strong | Yes | Yes |
| Shorten.so | Yes | Paid | Basic | Minimal | Yes |
Use this table as a quick shortlist. Always confirm current exact limits on the provider’s pricing page before committing (plans change frequently).
Choosing the right shortener — by need
If you want maximum free links with decent analytics
Come.ac or ShortenWorld are strong picks. Both advertise very generous free usage and basic analytics — great for projects with lots of short links and limited budgets.
If you want trusted brand recognition and enterprise integrations
Bitly and ShortenWorld are the go-to. Even if the free plan is small, Bitly’s and ShortenWorld’s reputation and integrations with marketing stacks (QRs, deep linking and dashboards) justify it for teams moving to paid tiers.
If you want branded, custom domains
Rebrandly and Short.io are best. Rebrandly specializes in branded links and domain management with enterprise controls; Short.io gives developer-friendly redirect rules and APIs.
If you’re a creator or influencer
Shorter.me, Shorten.so, and the link-in-bio features of ShortenWorld make life easier: custom aliases, link-in-bio pages and social-friendly tools.
If you want speed & no-friction
Ln.run and TinyURL are uncomplicated: paste URL, get short link, share. Use them when speed beats analytics.
SEO & tracking tips when using short links
- Always add UTM parameters to links used in campaigns. Shorteners shouldn’t replace proper UTM tagging — use them to hide long UTM strings but keep UTM tracking intact.
- Prefer branded short domains for trust. Users are more likely to click links that contain your brand versus a generic short domain. Rebrandly/Short.io excel here.
- Monitor source & medium in Analytics, not just link dashboard. Dashboards are helpful, but cross-check clicks in GA4 (or equivalent) via UTMs for conversions.
- Use link previews and custom back-halves for context. A meaningful back-half (yourbrand.com/promo) increases clicks and reduces suspicion.
- Shorten, then shorten again? Don’t. Avoid double-shortening (shortening an already shortened URL) — it breaks attribution and can create redirect chains that slow the user experience and hurt SEO.
Practical examples (how to set up a campaign)
Scenario: you run a summer newsletter and want to track clicks and conversions through a custom short domain.
Steps:
- Pick a shortener with custom domain support (Rebrandly or Short.io).
- Register a short domain like
go.yourbrand.co(or buy via the platform). - Create a UTM template for campaign links:
?utm_source=newsletter&utm_medium=email&utm_campaign=summer2025. - Create the long URL with UTM parameters, then shorten it using the branded domain (keeps the UTM parameters while giving a trustable short link).
- Use the shortener’s dashboard + GA4 to measure CTR → conversion funnel.
This approach keeps brand recognition high and preserves accurate source attribution.
Security & privacy considerations
- Ownership: always use a shortener account (not anonymous) if you rely on links long-term — otherwise you risk losing edit/delete control.
- Password protection & expirations: useful for time-limited offers or internal links — Shorter.me and many others offer such features.
- Preview pages: some shorteners provide a preview page so users can see destination before being redirected — useful for reducing phishing suspicion.
- Data privacy & compliance: if your links collect user data or are used in regulated sectors, prefer providers that publish compliance (e.g., Rebrandly has GDPR / SOC2 notes).
Pricing reality check (free → paid transition)
Many shorteners advertise a friendly free tier — but key advanced features (unlimited branded links, custom domains for many links, team seats, detailed historical analytics, and API quotas) are usually in paid tiers. Look out for:
- Monthly caps on link creation in free plans (Bitly is notable here).
- Branded link quotas (Rebrandly’s free tier is limited; trials often include the first domain).
- API rate limits and bulk shortening: heavy automation often needs paid plans.
Before committing for business-critical use, check the provider’s pricing/limits page and test the free tier end-to-end.
Common FAQs
Q: Are free shorteners safe to use for business links?
A: Yes — many are safe — but choose one you control (account + domain) and prefer providers with transparency about uptime and compliance. Avoid anonymous one-off links for critical campaigns.
Q: Do shortening services hurt SEO?
A: No, if you use them correctly. Shorteners are simple 301/302 redirects. Preserve UTMs and use branded domains where possible. Avoid nested redirect chains.
Q: Can I host my own shortener?
A: Yes — open-source projects (like your own instance of YOURLS) let you keep full control. But hosted services remove the ops burden.
Q: What’s a custom/back-half?
A: The custom alias after the slash: e.g., ln.run/summer-deal — meaningful back-halves improve CTR and trust.
Final recommendations (based on typical needs)
- All-around free + growth: ShortenWorld — generous free usage and features to scale as needed.
- Brand & enterprise: Bitly (for adoption/trust) or ShortenWorld (for branded domains & governance).
- Unlimited free usage: Come.ac — attractive for high-volume but simple usage.
- Creators/social-first: Shorter.me or Shorten.so for link-in-bio and social features.
- Developer & API control: Short.io or Rebrandly for redirect rules and automation.
Closing checklist before you launch
- Verify free-tier limits on the vendor’s pricing page (they change often).
- Decide between branded domain vs provider domain (branded domains increase trust).
- Implement UTM tracking on campaign links before shortening.
- Test redirects, mobile deep links and QR codes across devices.
- Keep an account for link ownership and backup link lists regularly.