The "sign up for free" link on the home page is for individual users, not for companies/brands. If you click the "Learn More" button in the "Bitly Brand Tools"

The "sign up for free" link on the home page is for individual users, not for companies/brands. If you click the "Learn More" button in the "Bitly Brand Tools" section (which is far more prominent than the sign up link) the following pages do have a "Pricing" link in the top navigation bar (and that's presumably the signup they would need to use to make use of the "brand tools" features). And yes most people do not read "every single terms of service" - but a business would be foolish to have so much of their business rely on another without reading the other's ToS. A look at Swayy's home page says "By connecting, you are agreeing to the Terms of Service and Privacy Policy." - funny they expect their users to agree to their ToS but can't be bothered to read ones for services they use. As for bit.ly holding them "hostage" that's something Swayy should have considered before choosing them (or anyone else). What was Swayy's plan if bit.ly went out of business?