Shorten.REST
Shorten.REST (Api Lads Inc.) is a US-based, bootstrapped URL shortener REST API platform serving enterprise and high-volume developer teams. It offers branded short links, click intelligence, mobile deep linking, and retargeting pixels via tiered subscriptions from free to $4,995/month.
- Company typePrivate
- Founded2019
- HeadquartersClaymont, United States
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
What Shorten.REST does
Shorten.REST, operated by Api Lads Inc., is a privately held US-incorporated company that operates a URL shortener REST API platform targeting enterprise and high-volume developer teams. Founded in 2019 and launched publicly in January 2020, the company sells a programmable link management service on a tiered subscription model: a free Indie tier, plus Startup ($95/month), Business ($295/month), Scale ($995/month), and Enterprise ($4,995/month) plans, with usage-based overages that decline at higher tiers.
The core product is a documented REST API built on AWS multi-AZ infrastructure, with an OpenAPI specification and SDK support. Functional capabilities include custom branded domains with free auto-renewed SSL, click intelligence (referrer, OS, browser, country, bot classification), mobile deep linking via OS-based routing for iOS/Android/desktop, retargeting pixel attachment for nine ad networks, and localized URI aliases. Distribution runs through a self-serve dashboard, Zapier (7,500+ apps), the RapidAPI marketplace, and a Chrome extension, with a 99.99% uptime SLA backing the redirect and API tiers.
The go-to-market is API-first and product-led, with no sales calls required for standard tiers and procurement-friendly terms (MSA, order forms, invoiced ACH) on Enterprise. The company is bootstrapped with no disclosed external funding, focuses on compliance-sensitive verticals (Financial Services, Healthcare, SMS & Messaging, Advertising Agencies, High-Volume Publishers), and self-attests GDPR compliance with a DPA available on request. The management team and headcount are not publicly disclosed.
Shorten.REST firmographics
Firmographics- Name
- Shorten.REST
- Legal name
- Api Lads Inc.
- Website
- https://shorten.rest
- Company type
- Private
- Founded year
- 2019
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Shorten.REST (Api Lads Inc.) is a US-based, bootstrapped URL shortener REST API platform serving enterprise and high-volume developer teams. It offers branded short links, click intelligence, mobile deep linking, and retargeting pixels via tiered subscriptions from free to $4,995/month.
- Ownership category
- akta.pro rank
Where Shorten.REST is headquartered
LocationHeadquarters
- HQ city
- Claymont
- HQ country
- United States
- HQ region
- North America
Markets served
Shorten.REST business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Infrastructure, Personnel, Marketing or Sales, Operations
Revenue model
- Subscription Plans: Monthly subscription with three tiers (Business, Scale, Enterprise). Includes monthly API call allocations. Annual prepay available. Overages charged per API call beyond included allocation. Card payment via Stripe/Chargebee or invoiced ACH on Enterprise.
- Usage Overages: Per-call overage charges when API usage exceeds included monthly allocation. Rate varies by plan tier: $0.01/call on Business, $0.005/call on Scale, $0.0001/call on Enterprise.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Business: $295/month - Production workloads with branded domains |
| Subscription | Monthly | Scale: $995/month - Higher throughput for growing platforms and agencies |
| Subscription | Monthly | Enterprise: $4,995/month - High-volume programs with dedicated capacity |
| Freemium | Monthly | Indie (Free) - Free tier for individual use |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels6 records
Shorten.REST product offering
Product offeringCore offering
Shorten.REST is a REST API for URL shortening and link management, enabling developers and enterprises to programmatically create branded short links on custom domains with free SSL. The platform delivers click intelligence (referrer, OS, browser, country, bot classification), mobile deep linking with OS-based routing, retargeting pixel attachment for nine ad networks, and raw click event export. Authentication is via x-api-key header, and the API is documented in OpenAPI at docs.shorten.rest.
Product overview
Shorten.REST is a unified URL shortening and link management platform built as a REST API. The core product is the Shorten.REST API service, which enables developers to programmatically create, manage, and track branded short links. The platform is offered through tiered subscription plans (Indie/free, Startup/$95/month, Business/$295/month, Scale/$995/month, Enterprise/$4,995/month) that scale API rate limits, branded domains, and included API calls. All plans include unlimited URLs and clicks, free SSL on custom domains, and access to integrations via Zapier and RapidAPI.
Differentiator
Problem solved
Functional benefit
Products and services
- Shorten.REST API A URL shortener REST API for high-demand enterprise users providing branded short links on custom domains, click intelligence on every redirect, and a programmable API for link management. Includes OS-based routing, mobile deep linking, retargeting pixel attachment, and localized URI aliases.
Quantifiable outcome
- 10x better performance compared to Ow.ly or YOURLs at a fraction of Bitly's price
- +1 more outcomes
Companies that use Shorten.REST
Customer profileNamed customers4 records
Segments5 records
Ideal customer profiles5 records
Shorten.REST technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration4 records
Feature6 records
Shorten.REST partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered core and minor.
- ZapiercoreZapier integration allows Shorten.REST to connect to 7,500+ apps. Users can create branded short links inside any workflow, no code required. Includes pre-made Zaps for popular use cases.
- RapidAPIcoreRapidAPI marketplace integration allows users to access Shorten.REST API through existing RapidAPI subscription and key. Connects Shorten.REST to the broader API marketplace ecosystem.
- ChargebeecoreChargebee handles billing and subscription management for Shorten.REST. Manages subscription plans, billing cycles, and payment processing orchestration.
- StripecoreStripe is the payment processor handling card tokenization and payment processing. Card data is tokenized and never touches Shorten.REST servers.
- AWScoreAWS multi-AZ infrastructure for the redirect tier and API. Marketing site is a static Astro build. Dashboard and API run independently on AWS.
- OffAlertsminorOffAlerts provides the status page infrastructure at status.shorten.rest for live availability monitoring and RSS-subscribable incident notifications.
Scale indicators4 records
Recent moves6 records
Expansion highlights5 records
Shorten.REST competitors and assessment
Company assessmentDirect peers
- Bitly: The 800-lb gorilla in URL shortening. Shorten.REST explicitly compares itself to Bitly on pricing and features, and targets the same branded-link and link-management use cases across enterprise and SMB.
- Short.io: Developer-focused branded link shortener with custom domains, API, and per-team features. Directly competes for the same high-volume API customer profile Shorten.REST targets.
- BL.INK: Enterprise-grade branded link shortener with deep analytics, retargeting pixels, and team management. Directly competes for the same FinTech, healthcare, and agency verticals.
- Rebrandly: Enterprise-focused branded URL shortener with custom domains, link analytics, and API. Listed explicitly in Shorten.REST's comparison pages; operates in the same verticalized, compliance-aware segment.
- Cuttly: URL shortener with API, custom domains, and click analytics. Listed explicitly in Shorten.REST's comparison content and competes for the same SMB and mid-market developer segment.
Broad incumbents
- TinyURL: Legacy URL shortener with massive brand recognition. Serves the same end-user function but lacks the enterprise feature set (no custom domains, limited API); competes on the consumer end of the market.
- Hootsuite (Ow.ly): Ow.ly is Hootsuite's bundled URL shortener, mentioned explicitly in Shorten.REST customer testimonials. Competes as a feature inside a larger social-media management suite rather than as a standalone tool.
Emerging players
- Dub.co: Modern, developer-first link management platform with real-time analytics, custom domains, and a strong API. Targets the same developer/PLG segment with a more modern stack and VC backing.
- AppsFlyer (OneLink): Mobile attribution platform whose OneLink deep-linking product competes with Shorten.REST's mobile deep linking and OS-based routing features for mobile-first app marketers.
- YOURLs: Open-source, self-hosted URL shortener. Refenced in Shorten.REST customer testimonials and comparison pages as a key competitor for technical buyers who would otherwise self-host.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Shorten.REST social profiles
Digital presenceShorten.REST compliance and trust
Trust signalCompliance1 record
Shorten.REST financial estimates
Financial estimateRevenue estimate
Valuation estimate
Shorten.REST leadership team
Management profileNumber of profiles
Shorten.REST funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Shorten.REST M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Shorten.REST
What does Shorten.REST do?
Shorten.REST is a REST API for URL shortening and link management, enabling developers and enterprises to programmatically create branded short links on custom domains with free SSL. The platform delivers click intelligence (referrer, OS, browser, country, bot classification), mobile deep linking with OS-based routing, retargeting pixel attachment for nine ad networks, and raw click event export. Authentication is via x-api-key header, and the API is documented in OpenAPI at docs.shorten.rest.
Is Shorten.REST a public or private company?
Shorten.REST is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Shorten.REST founded?
Shorten.REST was founded in 2019. It employs 11 to 50 people.
Where is Shorten.REST based?
Shorten.REST is headquartered in Claymont, United States, in the North America region.
How does Shorten.REST make money?
Two revenue lines are on record. Subscription Plans are the primary driver. The others are usage Overages.
Who are Shorten.REST's main competitors?
Direct peers on record are Bitly, Short.io, BL.INK, Rebrandly and Cuttly. Broad incumbents are TinyURL and Hootsuite (Ow.ly). Emerging players are Dub.co, AppsFlyer (OneLink) and YOURLs.
Does Shorten.REST have an API?
Yes. Shorten.REST is a REST API for URL shortening and link management. The API supports creating branded short links with custom domains, OS-based routing, Google pixels, click intelligence (referrer, OS, browser, country, bot classification), mobile deep linking for iOS/Android/Desktop, retargeting pixels (Google, Facebook, LinkedIn, Pinterest, Snap, Bing, Taboola, AdRoll), and localized URI aliases. Authentication is via x-api-key header. Rate limits vary by plan: Indie (3/sec), Startup (10/sec), Business (30/sec), Scale (300/sec), Enterprise (1,000/sec). Each account can hold up to 2 API keys. The API is defined in OpenAPI and documented at docs.shorten.rest. Developer documentation is at docs.shorten.rest.