Google URL Shortener

Google launched its URL shortener service, Goo.gl, on December 14, 2009. Initially designed for Google Toolbar and FeedBurner, the tool quickly gained traction as people used it for link-sharing purposes, either through the API, extension, or website. Around the same time, Twitter was rising in popularity, and its strict character limits made short links necessary for tweets. This was because Twitter was originally an SMS text-based application. Goo.gl exploded because it was free, easy to use, and provided users with short links and detailed analytics.

But then, in typical Google fashion, they pulled the plug and announced the shutdown of the service. This announcement left many users scrambling to find alternative link-shortening solutions to replace the service they had come to rely on. Forutnually around the same time, I launched a Google URL Shortener replacement, T.LY. I’ve always said Google may need millions of users to make a product successful, while an indie developer only needs thousands of users

I am concerned about what happens next. On August 25, 2025, billions of Goo.gl links scattered across the internet will no longer redirect. It’s hard to overstate the impact: chances are, 90% or more of internet users have clicked on a Goo.gl link at least once in their lifetime. As the deadline approaches, what happens when billions of links go dead simultaneously. What do you think will happen?

Google URL Shortener History

2009 December 14: Google launched its URL shortener, Goo.gl. Initially, the service was part of Google’s FeedBurner, allowing publishers to shorten URLs for sharing.

2010 September: Goo.gl became publicly available to all users. The service included analytics features that allowed users to track link performance, including click counts and geographical data.

On January 10th, 2011, Goo.gl introduced an API that enabled developers to integrate URL-shortening functionality into their applications and platforms.

2013 Goo.gl became widely used for sharing links within Google’s ecosystem, including YouTube, Google Drive, and Google Maps. Chrome extensions also supported easy link shortening via Goo.gl.

April 2017: Google announced the transition from Goo.gl to Firebase Dynamic Links (FDL), a tool for creating smart app links. Google stated that the focus would shift toward app-based link management.

March 30, 2018: Google officially announced the deprecation of Goo.gl in a blog post. The post mentioned that new users would no longer be able to create Goo.gl links starting April 13, 2018. Existing users could continue using the service until further notice.

On April 13, 2018, all users except those who had used the service previously could not create new Goo. Gl links.

March 30, 2019: Goo. Gl disabled the ability to create short links. Existing users could still access their link history and analytics, but the shortened links were no longer editable. Google recommended transitioning to Firebase Dynamic Links or third-party URL shorteners.

2024 July 18 Google announced, “Google URL Shortener links will no longer be available.”

2024 August 23, Goo.gl links started displaying an interstitial page for some existing links, notifying your users that the link will no longer be supported after August 25, 2025, before navigating to the original target page.

2025 August 25: All Google URL short links will stop working. However, goo.gl links created through Google apps (e.g., for sharing via Google Maps) will remain functional.

So What’s Next?

With the shutdown of Google’s free URL shortener, many users sought a free alternative. Fortunately, T.LY URL Shortener was created to take its place as the best free URL Shortener. No account is required to create short links; you can get click analytics data. We also offer a free browser extension that allows short URLs to be made in one click.