BetterLinks

Quick take

BetterLinks is a self-hosted WordPress link manager for short URLs, redirects, affiliate links, click analytics, campaign tracking, and link automation. The free edition already covers unlimited short links, redirect types, categories, click tracking, UTM building, CSV migration, and basic analytics. Pro adds the features that matter most to larger affiliate and marketing operations.

BetterLinks is particularly interesting in 2026 because it now includes an MCP server that lets approved AI clients work with links and analytics. That is not a reason by itself to choose a link manager, but it is a meaningful differentiator for teams already using AI-assisted WordPress operations.

What BetterLinks manages

You create a short URL on your own domain, point it to an internal or external destination, choose the redirect behavior, and track usage from the WordPress dashboard. Links can be categorized, tagged, searched, filtered, duplicated, and managed in bulk.

Because the records live on your WordPress site, you are not dependent on a third-party shortener for basic redirect operation or click storage.

Features that matter

Short links and redirect controls

The free plugin supports 301, 302, and 307 redirects, custom slugs, parameter forwarding, categories, tags, and other core short-link controls. Pro adds cloaking and more advanced dynamic redirect behavior.

Click analytics

BetterLinks records total and unique clicks, referrers, geography, and other traffic data. Pro adds deeper per-link analytics, device/browser information, external analytics integrations, and more advanced reporting.

Affiliate-oriented controls

Pro includes keyword auto-linking, affiliate disclosures, cloaking controls, sponsored/nofollow handling, and a broken-link scanner. The ability to uncloak selected links or categories is useful for affiliate programs whose policies do not allow cloaking.

Campaign and redirect automation

Paid features include A/B split redirects, geotargeting, device targeting, time-based rules, link scheduling, expiration, password protection, custom domains, and reusable UTM templates.

Migration from competing plugins

BetterLinks supports one-click migration from Pretty Links, ThirstyAffiliates, and Simple 301 Redirects, plus CSV import/export. That matters because changing a redirect plugin is risky if existing short URLs are part of years of published content.

MCP access for AI assistants

Version 3.1 introduced a built-in MCP server with tools for creating and updating links, managing categories and tags, reading analytics, and changing supported settings. MCP access is off by default, uses administrator approval, and can be revoked. I would still treat it like any administrative integration and only enable it when the workflow needs it.

BetterLinks Free vs Pro

The free edition is unusually complete for basic link operations. It includes unlimited short links, standard redirect types, categories and tags, click tracking, a UTM builder, import/export, and migration tools.

Pro is the upgrade for affiliate and campaign automation. It adds cloaking, dynamic redirects, A/B testing, advanced analytics, keyword auto-linking, affiliate disclosures, link scheduling, full-site broken-link scanning, custom domains, role controls, and other advanced management features.

Current BetterLinks pricing

Pricing checked September 18, 2026. The Individual plan is currently promoted at $79/year for one site, with a listed regular price of $99. Business is promoted at $187/year for unlimited sites, regular $249. Agency Lifetime is promoted at $279 one-time for unlimited sites, regular $399.

These are promotional prices shown on the current pricing page, so I would check the checkout total before buying and compare ongoing annual support/update needs with the lifetime tier.

BetterLinks compared with PrettyLinks and ThirstyAffiliates

All three cover branded short links, redirects, and affiliate use cases. PrettyLinks has a long-established link-management workflow, while ThirstyAffiliates is explicitly centered on affiliate publishing. BetterLinks differentiates itself with a modern dashboard, broad free core, migration tools, advanced redirect rules, and its new MCP integration.

PluginSuggest verdict

BetterLinks is a strong fit when you want a modern WordPress-native link manager without giving up control of redirect data. The free version is enough for many sites, and Pro becomes more interesting when affiliate disclosures, automation, advanced targeting, or broken-link monitoring are operational requirements.

The MCP integration is useful for automation-minded teams, but the core buying decision should still be based on link reliability, analytics, migration, and redirect features.

BetterLinks FAQs