ℹ️ What's this tutorial about?
Reduce number of credits used in an SMS by shortening your links, but avoid using a free or unbranded link shortening service as these can trigger SMS carrier spam filters and result in your SMS being blocked. Here's how to use your own website domain to create shorter links that you can still track.
Risks of using link shortening services
Why use your own domain for shortened links instead of bit.ly, tinyurl.com or other services?
Using your own domain enhances brand trust and increases click-through rates by up to 17%. It also improves chances of avoiding SMS carrier spam filtering, which is stricter than ever.
SMS carriers worldwide are implementing stricter protocols when it comes to marking SMS as spam for recipients. For example, in Australia the Commonwealth Fraud Protection Centre advises against using link shortener services alltogether.
This is because these services are frequently used by spammers, which has led to carriers to flag them as suspicious. Carriers may filter messages (recipients still get them, but they land in a filtered inbox), or block them completely.
What happens if I use a link shortening service anyway?
If you include a link from a service such as bit.ly, linkly.link, or tinyurl.com (there are many more), it may cause your messages to be blocked or filtered by recipient mobile carriers.
You'll still pay for SMS credits even where an SMS has been blocked, as the carrier determines what to filter/block - the SMS still technically sends (and thus costs us and you a credit).
So it's important to follow best practices when it comes to sending SMS.
Creating branded short links for SMS campaigns
A branded link is a a URL which uses your own domain (e.g. yourbusiness.com) instead of bit.ly etc. There are several ways to do this.
You can create your own short links using your business domain. Not only does this improve SMS deliverability, but it also builds trust with your recipients as they'll recognise your brand in the link and be more likely to click it.
Example of a shortened link:
If linking to a special offer in Cliniko's online bookings (which has a very long URL), you can make it much shorter so that:
Instead of: https://yourbusiness.au1.cliniko.com/bookings?business_id=94317&practitioner_id=148677
You could use: yourbusiness.com/summer-special-2026
While it may not be quite as short as a third-party link shortener, it's still much shorter than a full Cliniko booking URL, and significantly more reliable for SMS delivery.
Steps to create links
There are various methods to doing this:
Link directly to a page of your website. You can embed the Cliniko booking widget on this page if needed (easiest!)
Keep using a link shortening service, but implement a branded domain, which many of these services support.
Create a 301 redirect either using your website or domain/hosting provider.
You'll create what's called a "301 redirect" - this means when someone clicks your short link, they're automatically redirected to your full Cliniko booking URL.
Option 1: Link directly to a page of your website.
Option 1: Link directly to a page of your website.
All this option requires is:
Create a page on your website with the details of your offer/announcement if one doesn't already exist.
Either give that page a short URL in the page settings, or set up a 301 redirect from a shorter URL to the page's full URL (see option 3 below).
This method is great as you can still track visits using Google Analytics. And if you'd like to track the source of those visits, you can add UTM tracking parameters with the details of your SMS campaign. If UTM parameters make the link too long for your liking, ensure you create a 301 redirect to the longer, tracked URL.
Option 2: Keep using a link shortening service, but implement a branded domain
Option 2: Keep using a link shortening service, but implement a branded domain
Many of the most popular link shortening services allow you to use your own branded domain if you have a paid account. You can learn more about this on the link shorteners website, for example:
This allows you to still use these services built-in click tracking tools.
Option 3: Create a 301 redirect via your website
Option 3: Create a 301 redirect via your website
Check with your website person / IT person on setting this up, or if doing it yourself - the best way to achieve it is with a redirect plugin/extension if your website CMS supports it (most do!).
Example of creating a redirect with WordPress
Example of creating a redirect with WordPress
If your website runs on WordPress, you can easily create redirects using popular SEO or redirection plugins.
Using Rank Math:
Go to Rank Math > Redirections in your WordPress admin
Click Add New
Enter your Source URL (e.g.,
/special)Enter your Destination URL (your full Cliniko booking link)
Select 301 Moved Permanently as the redirection type
Click Add Redirection
Using Yoast SEO Premium:
Go to SEO > Redirects in your WordPress admin
Enter your Old URL (e.g.,
/special)Enter your New URL (your full Cliniko booking link)
Select 301 Moved Permanently
Click Add Redirect
Using the Redirection plugin (free):
Install and activate the Redirection plugin from the WordPress repository
Go to Tools > Redirection
Under Add new redirection:
Source URL:
/specialTarget URL: Your full Cliniko booking link
Click Add Redirect
Other Website CMS
If you're using a website builder platform, most support redirect creation. Here's where to find instructions for popular platforms:
Platform | Redirect support | Instructions link |
Squarespace | Yes | |
Wix | Yes | |
Shopify | Yes | |
Webflow | Yes | |
Weebly | Limited | |
GoDaddy Website Builder | Yes |
Option 4: Create a 301 redirect via your domain provider or web hosting
Option 4: Create a 301 redirect via your domain provider or web hosting
Most domain providers and web hosting platforms allow you to manage redirects directly. Here's how:
Log in to your domain provider (e.g., GoDaddy, Namecheap, SiteGround, etc.)
Navigate to the DNS or domain management section
Look for "Redirects," "Forwarding," or "URL Redirects"
Create a new redirect:
From:
/special(or your chosen short path)To: Your full Cliniko booking URL
Type: 301 (Permanent Redirect)
Save your changes
The exact location of this feature varies by provider. If you can't find it, search your provider's help centre for "301 redirect" or "URL forwarding."
💡 Always be sure to test your redirects/short links, and any tracking parameters you've included before sending your one off blast.
Best practices for short links
✅ Keep them simple and memorable: Use short, relevant keywords (e.g., /special, /offer30)
✅ Make them relevant to the campaign: This helps you track which promotions are working
✅ Test before sending: Always click your short link to ensure it redirects correctly
✅ Use lowercase: Avoid capital letters to prevent confusion
✅ Avoid special characters: Stick to letters and numbers only