Plans and limits
How monthly allowances, lifetime custom endings and analytics retention work, what happens when you hit a limit, and when an annual plan is the cheaper answer.
There are three kinds of limit, and they behave differently. Knowing which is which explains most surprises.
Monthly allowances
New short links and new QR codes are counted per calendar month, and the count resets when the month does. Anything already created keeps working regardless.
If you reach the limit, creation is blocked until the reset or an upgrade. Nothing breaks and nothing is deleted.
Lifetime allowances
Custom endings are counted for the lifetime of the account, not per month. The reason is that an ending is reserved permanently once claimed — even if you delete the link, that ending is never issued again, so it cannot be handed back at month end.
This catches people out when a bulk import needs 200 custom endings: that is 200 from a lifetime budget, not from this month's.
Capability limits
Some things are on or off rather than counted: custom domains, bulk import, targeting rules, custom QR logos, editable destinations. These follow the plan rather than a quota.
Analytics retention
How much click history is kept depends on the plan. Free accounts get an initial trial window of analytics; after that, history stops being retained. Upgrading resumes it, but does not recover the period that was not kept.
Monthly or annual
Annual billing is cheaper per month, and it also changes how quotas are measured: an annual subscription gets its allowance for the year rather than month by month, which suits work that comes in bursts.
If you are planning a launch that needs 500 links this month and almost none for the rest of the year, annual on a lower tier is often cheaper than monthly on a higher one. The bulk import screen points this out when it applies.
Checking where you stand
Your current usage is shown in the dashboard. Current allowances for every plan are on the pricing page — we keep the numbers there rather than here so they cannot drift out of date.
Frequently asked questions
What happens when I hit a monthly limit?
Existing links and QR codes keep working. You cannot create new ones until the month rolls over or you upgrade.
Why are custom endings counted differently?
An ending is reserved permanently once claimed, so it cannot be released at the end of a month. The allowance is therefore a lifetime one.
Do I lose anything if I downgrade?
Existing links keep working. Features above your new plan stop being available for new items.
Last updated 2026-08-24