Bitly is a legitimate URL shortening service. However, cybercriminals love it. Why? Because a shortened link (e.g., bit.ly/2XyZ123 ) hides the true destination. When you search for "activation text," you will find countless posts saying: "Download the activation key here: bit.ly/xxxxx"
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"Hey John, can you please activate your Office 2016 software? You can find the activation text in the bit.ly link we sent you," the message read. Bitly is a legitimate URL shortening service