Quick answer
Dub - Dub wins for most builders because its free tier is broader and more useful for product analytics and link operations, while Bitly’s free plan is tighter and mainly fits very small link-shortening use.
How the free tiers compare
Bitly and Dub are both link platforms, but they optimize for different free-tier stories. Bitly’s free plan is narrow: 5 links per month, 2 QR codes, and 2 landing pages, with unlimited clicks and scans, so it works best if you only need occasional branded links or QR codes. Dub’s free tier is much more builder-friendly: 25 new links per month, 1,000 tracked events, 3 custom domains, API access, UTM templates, QR codes, and 1 user, which makes it more useful for early-stage attribution and lightweight link operations. The paid ladders also diverge. Bitly’s cheapest paid plan is $10/month annual-only and adds core management features, while Dub starts at $25/month and expands tracking volume and retention more aggressively. If you want basic shortening, Bitly is fine. If you want instrumentation and room to grow, Dub is the better free tier.
Bitly vs Dub free tier, side by side
| Bitly FTV 42 | Dub FTV 48 | |
|---|---|---|
| Links per month Dub allows 5x more new links on the free tier. | 5 | 25 |
| QR codes per month Bitly states 2 QR codes per month; Dub lists QR codes in free items but does not give a monthly cap here. | 2 | Included |
| Custom domains Dub includes 3 custom domains on free; Bitly free does not list custom domains. | Not included | 3 |
| Tracked events / click data These are not identical metrics, but both represent top-of-funnel usage tracking. | Unlimited clicks and QR scans | 1,000 tracked events per month |
| Analytics retention Bitly does specify 30 days on Core, not on free. | Not specified in free tier items | 30-day analytics retention |
| Users Dub free clearly includes 1 user. | Not specified | 1 |
After you outgrow the free tier
Bitly uses flat pricing with an unusually low entry point: Core starts at $10/month but is annual-only, then Growth at $29/month and Premium at $199/month. Dub also uses flat pricing, but its first paid tier is $25/month, then $75/month and $250/month. Bitly is cheaper at the first paid step, but Dub’s free tier is broader and its paid plans scale more naturally on tracking volume and retention. For a small team that needs real attribution, Dub is usually the better fit; for simple link management, Bitly costs less once you pay.
Cost at real usage
| Usage | Bitly | Dub |
|---|---|---|
| Small team, 500 tracked events/mo, 10 links/mo Bitly free caps at 5 links/month, so 10 links would exceed free. | Core - $10/mo | Free (within tier) |
| Early product, 1,000 tracked events/mo, 25 links/mo Dub’s free tier explicitly includes 1,000 tracked events and 25 new links. | Core - $10/mo | Free (within tier) |
| Growing project, 50K tracked events/mo, 1K links/mo Dub’s Pro plan matches 50K tracked events and 1K new links. | Growth - $29/mo | Pro - $25/mo |
| Higher volume, 250K tracked events/mo, 10K links/mo Dub reaches this workload at a much lower price point. | Premium - $199/mo | Business - $75/mo |
Estimates, not quotes. Usage-based rates change - verify with the vendor's pricing page before committing.
When to pick each one
Pick Bitly when…
- You only need a few short links per month for a campaign or bio page.
- You want unlimited click and QR scan tracking on a very small number of links.
- You are mostly generating QR codes and do not need deep analytics.
- You want a simple link shortener with landing pages and do not need team features yet.
Pick Dub when…
- You are building a product and want tracked events plus API access from day one.
- You need more than 5 links per month, even at a small scale.
- You want custom domains, UTM templates, and QR codes in the free tier.
- You want one place for link attribution and early conversion tracking.
- You need a free tier that is usable before bringing in a paid plan.
Bottom line
For the most common builder use case, Dub is the better free-tier choice because it gives you room to actually operate: tracked events, API access, custom domains, and more link volume. Bitly only wins if your needs are very small and you care more about simple link shortening or QR codes than attribution. Once you pay, Bitly’s entry tier is cheaper, but Dub keeps the better value curve for builders who expect to measure usage and grow past a hobby setup.
Read the full listings: Bitly and Dub. Scores use the FTV methodology at /ftv. Browse more head-to-heads on /compare, or see the top-ranked free tiers on /top.