Dangers of Short Links

In our previous blog post, we explored the concerning issue of smishing—an insidious form of phishing that uses fraudulent text messages to deceive recipients into providing sensitive information or downloading harmful content. A noteworthy characteristic of smishing campaigns is the use of shortened URLs, often created through services like Bitly. These shortened links can obscure the true web address, making it difficult for users to determine their final destination before clicking. Frequently, such deceptive links redirect users to malicious websites designed to install harmful software, initiate unauthorized actions, elevate user permissions without consent, or expose individuals to a range of cybersecurity threats, including identity theft and financial fraud.

Understanding Bitly and Its Functionality

Bitly is a widely utilized URL shortening service on the internet, simplifying the process of transforming long and unwieldy web addresses into shortened links that are more readable, shareable, and memorable. A typical Bitly link appears as "bit.ly" followed by a unique alphanumeric string, such as "bit.ly/2KEOXNx." Creating these shortened URLs is a straightforward process; users simply input a lengthy URL into the Bitly platform, which then generates a concise link that maintains the original web address's functionality while presenting a more user-friendly format. This functionality is especially beneficial for sharing links on social media platforms, where character constraints can pose challenges.

Identifying and Interpreting Shortened URLs

While it’s essential to understand that shortened URLs—like those produced by Bitly—are not inherently dangerous, they do warrant caution. These links play a crucial role in making lengthy URLs more manageable and shareable, which can be particularly useful in contexts with space limitations, such as Twitter or SMS. However, users should remain vigilant when encountering Bitly links from unfamiliar or unreliable sources. The very nature of a shortened URL denies users visibility into its ultimate destination, presenting an opportunity for malicious actors to conceal harmful sites behind seemingly harmless links.

Consequently, clicking on these shortened URLs can unintentionally redirect users to perilous online environments aimed at exploiting personal data, infecting devices with malware, or engaging in other malicious activities. To mitigate these threats, it is advisable to adopt a cautious approach toward Bitly links and similar shortened URLs, especially when they originate from questionable or unknown senders. Verifying the source before clicking can serve as an effective safeguard against potential cybersecurity risks.

Mitigation

For Individuals:

Hovering over a link before clicking it is a crucial practice when dealing with shortened URLs. If possible, hover your mouse cursor over the link to see if your browser displays the actual URL. However, keep in mind that this method may not be reliable on mobile devices.

Another effective strategy is to use URL expansion tools. Several online tools and browser extensions can expand shortened URLs to reveal their true destinations. Before clicking on a shortened link, you can copy it and paste it into a URL expansion tool. For example, Bitly offers a "Bitly Link Checker" specifically for this purpose.

Be cautious of suspicious sources. Exercise care when clicking on shortened links from unknown or untrusted sources, such as unsolicited emails or social media messages. It’s also essential to keep your software updated; ensure that your operating system, browser, and antivirus software are current to protect against known vulnerabilities. Additionally, installing reputable antivirus and anti-malware software can help scan websites for malicious content.

When using mobile devices, consider extra precautions. Long-pressing a link often reveals the unshortened URL, but it requires attention, as it can be easier to overlook details on mobile devices compared to desktops.

For Organizations:

Organizations should implement URL filtering solutions to block access to known malicious websites and suspicious shortened URLs. This provides an additional layer of protection for users and helps mitigate potential threats.

Email security is also crucial. Utilizing email security gateways to scan incoming emails for malicious links and attachments can significantly reduce the risk of phishing attacks. Furthermore, integrating security awareness training into the organizational culture is vital. Educating employees about the risks associated with shortened URLs and phishing scams empowers them to identify and avoid suspicious links.

Establishing link management policies within the organization is important. Consider using internal URL shortening services that offer greater control and security. Lastly, ensure that all company devices have strong endpoint protection, including anti-phishing capabilities, to effectively guard against potential attacks.

References:

To check the destination of a shortened link, you can use the Bitly Link Checker (https://bitly.com/a/links/inspector).

Desai, T. (2025, January 14). How To Shorten a URL + Benefits, Use Cases & Examples. Bitly | Blog. https://bitly.com/blog/how-to-shorten-a-url/

Johnson, L. (2024, January 3). The risks of shortened URLs. Tech Today. https://www.techtoday.com/shortened-urls-risks

National Institute of Standards and Technology. (2023, November 15). Protecting against phishing. NIST. https://www.nist.gov/phishing-protection

Smith, J. D. (2023, October 26). Cybersecurity best practices. Secure Online. https://www.secureonline.com/best-practices