If you’ve landed on this page, you’re probably looking for a reliable URL shortener—maybe because you just discovered Google’s isn’t available anymore, or you’re seeing warning messages on some goo.gl links.
Here’s what’s happening: Google updated its approach to the goo.gl shutdown. As of August 25, 2025, only inactive goo.gl links (those showing no activity in late 2024) will stop working. If you see a message saying “This link will no longer work in the near future” when clicking a goo.gl link, it’s one of the links being deactivated and needs to be replaced immediately.
Good news: Active goo.gl links that redirect without showing a warning message will continue to work indefinitely. However, since Google discontinued new link creation in 2019, you’ll still need an alternative for creating new short links.
Whether you’re looking to replace deactivated goo.gl links, need a URL shortener for new projects, or just want to explore modern alternatives with better features, you’ve come to the right place.
What does a link shortener do?
A link shortener is a tool that takes a long, complicated URL (Uniform Resource Locator) and turns it into a shorter, more manageable one. When someone follows the short link, it automatically redirects them to the original, longer URL.
There are plenty of reasons to use a link shortener, including:
- Sharing links on social media platforms where character limits exist
- Creating memorable URLs for marketing campaigns
- Making long and complex URLs more presentable in emails or documents
- Tracking engagement on links for analytics purposes
Why did the Google URL shortener shut down?
Google first introduced goo.gl over 14 years ago, and since then, tons of people have used it to shorten their long URLs. But in 2019, Google shut down its URL shortening service, shifting its focus to Firebase, a mobile development platform.
Firebase has a full network of features, including “Dynamic Links,” which gives developers more flexibility with mobile deep linking. However, neither Firebase nor its Dynamic Links feature is a URL shortener or link management platform. So you can’t use them to create short links or house your goo.gl links.
As of August 25, 2025, inactive goo.gl links (those with no activity in late 2024) will no longer be supported. Active links will continue to function, but no new goo.gl links can be created.
Qualities to look for in a link shortener
Great digital marketing and a robust online presence boils down to one thing—a positive customer experience. Even links play a huge role in the user experience. If clicking on your link leads someone to a broken page or one that takes forever to load, it can quickly turn them off.
So, when choosing a Google URL shortener alternative, remember the following qualities.
Analytics and tracking
Look for URL shorteners with robust analytics and tracking features to help you track link performance and understand audience engagement. This can include click-through rates, geographic data, and device tracking.
If, for instance, you deploy a social media marketing campaign, you can monitor which links receive the most clicks and conversions. This data can help you optimize future campaigns and target your content accordingly.
Customization
Customizing your URLs with a branded slug (the end part of the URL) improves brand visibility and makes your links more memorable. Instead of using a generic link slug, you can customize it to be something more recognizable and on-brand.
Let’s say, for example, you own an e-commerce store and want to create a link for your new winter collection. You can customize the slug to be something like:
yourbrand.com/winter-collection
Instead of the generic:
www.yourbrand.com/?/post/2023/12/16/$5962-!*#_ref;di(@%
The custom link looks neater and is more memorable and professional, giving your brand better credibility.
Integration opportunities
Integration capabilities with other marketing tools and platforms can help streamline your workflow and enhance efficiency. Look for a URL shortener tool that offers API access or is compatible with popular marketing platforms like Hootsuite, Buffer, and Google Analytics.
This allows you to easily create and manage your shortened links within your existing marketing tools ecosystem rather than switching back and forth between platforms.
Security
It’s important to assess the security features of a URL shortener to prevent link tampering and misuse.
Look for services that routinely scan for malicious links and offer secure access options like two-factor authentication, password protection, and expiring links. This ensures that your links remain safe and secure and that unauthorized parties cannot access or manipulate them.
Reliability
High uptime and consistent performance are critical for maintaining trust in shared links. When someone clicks on your shortened link, they expect it to lead them to the intended webpage quickly and without any issues.
A reliable link shortener ensures that your links are always active, providing an optimal experience for your audience.
The best Google URL shortener alternatives to consider
With Google no longer allowing new goo.gl link creation since 2019 and now deactivating inactive links, many users need a reliable alternative for their URL shortening needs. The good news is that the URL shortener landscape has evolved significantly since goo.gl launched, and today’s alternatives offer more features than ever before.
Here are our top picks for the best URL shorteners to consider:
1. Bitly
Bitly is a comprehensive link management and QR Code generation platform with robust link analytics and customization capabilities. With Bitly, you can shorten, brand, share, and track links easily across all your digital channels.
Our analytics features allow you to track who’s clicking your links, who’s engaging with your content, and how effective your campaigns are. Bitly also integrates seamlessly with popular marketing tools like Buffer, Salesforce, Zapier, and Sprout Social, providing a one-stop solution for digital marketers.
The best part? Bitly is SOC 2 compliant, marking our commitment to cybersecurity and ensuring the protection of customer data.
Best features for link shortening
- Detailed analytics that provide valuable insights into link engagement and performance, including new enhanced time and weekly % change features
- Robust customization options, including branded links and custom domains, that enhance brand consistency across all marketing channels
- Advanced integration capabilities with popular marketing tools and platforms
- Personalized mobile experiences with the Bitly app, available for Android and iOS
- Filters to export, tag, or hide links in bulk
Pricing
Bitly offers a free plan that includes five links per month, two QR Codes, two custom landing pages, and three custom back-halves, plus unlimited clicks & QR Code scans.
Paid plans start at $10 per month for the Core tier, $29 for Growth, and $199 for Premium. These plans offer advanced features like a UTM builder, link and QR Code redirects, bulk link shortening, and custom campaign-level tracking. There’s also an Enterprise plan with customized solutions based on your specific business needs.
2. Rebrandly
Rebrandly is a link management platform that helps people create branded links using custom domain names. With integrations for popular marketing tools like Hubspot, SocialBee, and Zapier, you can use Rebrandly seamlessly with your existing marketing tech stack.
Best features for link shortening
- Custom URL slugs and editable destination URLs
- Branded link export and link expiration capabilities
- Bulk link creation and shortening capabilities
Pricing
Rebrandly offers a free account that lets you create 25 branded links per month, access link analytics, and connect subdomains. You can upgrade to the Lite plan for $13 a month, Essentials for $32 per month, Professional for $99 per month, or you can contact support for the Enterprise tier.
3. BL.INK
If you’re a small business owner looking for a cost-effective solution for link management, BL.INK is a great option to consider. BL.INK’s Link of Record feature allows you to track every touchpoint of your links, from click to conversion, and unify every engagement from a central location.
With BL.INK, you can deliver effective and measurable links through social media posts, SMS, email, and other digital channels to drive conversions.
Best features for link shortening
- Advanced analytics that route clicks by date, time, language, device, and location
- Open API and Zapier integrations to connect BL.INK to your existing marketing tools
- Custom URL slugs, password protection, and expiration options for enhanced link security
Pricing
BL.INK doesn’t have a free plan, but you can try out their services with a 21-day free trial to see if it suits your needs. Paid plans start at $48/month for the Expert+ tier, $99 for SMB, $299 for Team, and $599 for Business. You can also opt for a custom Enterprise plan tailored to your unique business needs.
4. Sniply.io
Unlike other URL shorteners, Sniply.io focuses on call-to-action (CTA) overlays that you can add to any web page, blog post, or social media post. This allows you to drive traffic back to your website by adding a colorful CTA to the content you share through short links.
With Sniply.io, you can customize your links with your brand’s logo and colors for a more cohesive appearance.
Best features for link shortening
- Customizable CTAs that drive conversions and redirect traffic back to your website
- Real-time analytics to track link clicks, interactions, and conversions
- Team collaboration features for enhanced productivity
Pricing
Sniply.io offers a free 14-day trial, after which you can choose from three paid plans—Basic at $9/month, Pro at $29/month, and Business at $59/month. The Enterprise plan offers customized solutions, and you can also opt for annual billing and get two months free.
5. Polr
Polr is an open-source URL shortener that allows people to turn their long links into short, clean URLs. A distinct feature of Polr is its self-hosting option, which gives businesses full control over their data and links.
This means you can set up your own URL shortener on your server without relying on third-party services. You can use Polr’s demo page to try out their services before committing to self-hosting.
Best features for link shortening
- Personalized URLs with your own domain name
- Self-hosting option for complete control over your links and data security
- Open-source codebase for developers to modify and improve upon
Pricing
Since Polr is open-source, it is entirely free to use and self-host. However, you will need some technical knowledge to set up and maintain your own URL shortener using Polr. Alternatively, you can opt for their hosting service, which requires custom pricing.
6. TinyURL
If you’re looking for a free link shortener with a simple and intuitive interface, TinyURL is what you need. You don’t need to create an account to use TinyURL, and it’s easy to generate custom links for your current webpage, blog post, social media post, and more.
However, this also means that you won’t have access to detailed analytics on link performance.
Best features for link shortening
- Branded and customizable links with no expiration
- Quick and easy link shortening
- Simple and easy-to-use interface for hassle-free link management
- Compatible with all major browsers and devices
Pricing
TinyURL offers a free service with no limitations on the number of links you can shorten. However, you can opt for a paid plan—Pro starting at $9.99/ month or Bulk 100K starting at $99/month—to access additional features like branded domains and advanced analytics.
7. Ow.ly
Hootsuite, a popular social media management platform, owns and operates its own URL shortener, Ow.ly. This means that Ow.ly integrates seamlessly with Hootsuite’s other tools and services, allowing businesses to streamline their social media marketing efforts.
Ow.ly also offers link tracking and analytics, so you can track short link performance in real-time.
Best features for link shortening
- Integration with Hootsuite for seamless social media marketing
- Real-time analytics for tracking clicks, engagement, and conversions
- Customizable short links with branded domains for a more professional appearance
Pricing
You need a Hootsuite account in order to use Ow.ly, and can choose from three paid plans: Standard at $99/month, Advanced at $249/month, and Enterprise with custom pricing. The Professional and Team plans come with a 30-day free trial, or give you the option to skip the trial and get 20% off.
8. Short.io
While other URL shorteners show what devices clicked on your links, Short.io goes a step further. This platform allows you to target customers in different locations and on different devices with personalized landing pages.
You can create custom campaigns for Android or iOS users, specific cities and countries, or people who have already clicked on your links.
Best features for link shortening
- Real-time analytics to track link clicks, conversions, and overall performance
- Geo-targeting and device targeting for personalized marketing campaigns
- Retargeting capabilities for increased conversions and ROI
Pricing
Short.io has a free plan with basic features. However, to access advanced analytics, you must upgrade to one of their paid plans—Hobby ($5/month), Pro ($18/month), Team ($48/month), or Enterprise ($148/month). You can also choose annual billing and get a 17% discount.
9. is.gd
Next up: is.gd—one of the simplest URL shorteners available, offering a clean and easy-to-use interface for quick link shortening. However, you can only shorten links and nothing else, as the platform offers no additional features or services.
You also don’t need an account to use is.gd—the simple upload bar on their homepage allows you to shorten links in just a few clicks.
Best features for link shortening
- Clean and user-friendly interface for hassle-free link shortening
- Quick link generation without creating an account
- Fast loading times with no complicated features or options
Pricing
The is.gd platform is free to use, making it an excellent option for those looking for a simple, no-frills URL shortener.
10. T.LY
Last on our list is T.LY, a URL shortener popular for its ability to create the shortest possible links—ideal for social media and messaging platforms with character limits.
T.LY also offers smart URLs that allow you to redirect customers to specific landing pages based on their location, device, and other parameters. This is especially useful for businesses with global audiences that want to personalize their marketing efforts.
Best features for link shortening
- Custom domains with SSL certificates for secure and professional links
- Smart URLs for personalized targeting and an improved user experience
- Detailed analytics for tracking link performance and audience engagement
Pricing
T.LY offers a five-day free trial, after which you can choose from their three paid options: Hobby at $5/month, Basic at $20/month, or Pro at $50/month. They also have custom pricing available for larger organizations.
Get more out of your URL shortener with Bitly
After reviewing all these options, you might be wondering which URL shortener is right for you. Whether you’re enhancing your digital marketing efforts, building brand visibility, or need robust link tracking, you have plenty of solid choices.
Here’s why Bitly is the top choice for those moving beyond goo.gl: Unlike basic shorteners, Bitly Analytics provides enterprise-grade insights that help you track metrics like link clicks, audience engagement, and conversions in real time. You’ll understand exactly how your audience interacts with your content, allowing you to optimize campaigns on the fly. Plus, with one intuitive platform, you can manage thousands of links without the complexity.
The best part? You can start free and scale as you grow—no commitment required.
Whether you need to replace deactivated goo.gl links, create new short links, or simply want more powerful features, see why Bitly is trusted by millions. Get started with Bitly today!
