Google URL Shortener Update: What You Need to Know About the August 25 Deadline

The Google URL shortener being redirected to a Bitly link.

In a significant policy reversal, Google announced on August 1, 2025, that it will preserve active goo.gl links instead of shutting down the entire service. While the August 25 deadline still applies to some links, the impact is far less severe than originally planned.

Here’s what’s changing: Only goo.gl links that showed no activity in late 2024—and have been displaying a warning message since then—will stop working on August 25. If you’ve clicked on a goo.gl link in the past nine months and seen “This link will no longer work in the near future,” that link needs immediate attention. All other active goo.gl links will continue to function normally.

This update means that most businesses and users can breathe a sigh of relief. However, if you have dormant links in old campaigns, archived documents, or forgotten QR Codes that haven’t been accessed recently, now is the time to check them. Here’s everything you need to know about which links are affected and what actions you should take.

Not sure if your goo.gl links will keep working after August 25? Google has made it simple to check:

  1. Visit your goo.gl link. Click on any goo.gl link you want to verify. You can do this in your browser or by scanning a QR Code that contains the link.

  2. Check for the warning message. Pay attention to what happens next:

    • If the link redirects normally to your destination without any interruption, your link is safe and will continue working after August 25.

    • If you see a warning page that says “This link will no longer work in the near future,” this link is scheduled for deactivation and needs to be replaced before August 25.

      Warning message from Google that the link will no longer work after August 25, 2025.

  3. Make a list of affected links. For businesses with multiple goo.gl links, we recommend systematically checking each one and creating a spreadsheet of:

    • Links that show the warning (need replacement)

    • Links that work normally (no action needed)

    • Where each link is currently being used

Pro tip: Focus your efforts on high-priority links first—those in marketing campaigns, email signatures, business cards, or anywhere customers could interact with your brand. Archive links or those in old documents may be less critical to update immediately.

Remember: If you’re unsure about a link, click it today. Google’s system is already identifying which links to preserve based on activity, so testing your links now helps ensure they stay active.

Even though most goo.gl links will continue working, this moment presents a great opportunity to explore what modern link management can offer. Services like Bitly provide advanced features that go beyond basic URL shortening—including detailed analytics, custom branded domains, QR Code generation, and the ability to update link destinations anytime. Whether you need to replace inactive links or simply want more insights into how your links perform, now is a perfect time to discover these enhanced capabilities.

Follow these five easy steps to transfer your goo.gl links to Bitly:

  1. Conduct an audit of all the goo.gl links you currently have in use. Be sure to check the links you use on your website, social media profiles, email campaigns, and other digital assets where you may have used a goo.gl link in the past. 

  2. Create a Bitly account if you don’t already have one. Choose a plan that best suits your needs. Our free plan allows you to start migrating your links immediately!

  3. Start creating your new short links with Bitly. Simply paste in your long URL and enter a custom word or phrase in the back-half box to personalize your link. Then select Create to generate your short link. 

  4. Copy your short link and begin replacing your existing goo.gl links with your newly created Bitly Link.

  5. Use Bitly Analytics to monitor the performance of your new links. You can easily view clicks, geographic data, and device usage to gain insights into your audience’s behavior. 


Sounds pretty simple, right? By following these steps, you can smoothly transition your links and avoid any potential disruptions.

Why did Google adjust its goo.gl policy?

Google’s revised policy preserves active links while only deactivating those with no recent usage—a practical compromise that reduces maintenance overhead while respecting the countless documents, videos, and posts that rely on these links.

The original decision to phase out goo.gl stemmed from several factors. As Google mentioned in its 2018 announcement, “…the ways people find content on the Internet have also changed dramatically, from primarily desktop webpages to apps, mobile devices, home assistants, and more.” Additionally, maintaining a URL shortening service at scale requires significant resources, especially as data privacy regulations become stricter worldwide.

By retiring only unused links, Google can reduce complexity while minimizing disruption to users. At the time of their initial announcement, Google recommended services like Bitly for those seeking dedicated link management solutions, a recommendation that still holds true today.

For over a decade, Bitly has offered link shortening services to over 600,000 globally paying customers, with 256 million links & QR Codes created monthly and 10 billion clicks and scans across those monthly—and we’re not slowing down!

Whether you’re replacing inactive goo.gl links or looking to upgrade your link management capabilities, here’s why Bitly is the trusted choice:

Proven reliability and security

Handling URL shortening at scale is what we do best. That’s why Google recommended Bitly when they initially announced their deprecation, after all! We’re committed to protecting users and strive to make the internet a safer place, which is why we developed a proprietary approach to trust and safety using our patent-pending Bitly Abuse Prevention System. Plus, Bitly is now SOC 2 compliant!

When you use Bitly to shorten your links, you never have to worry about the security of the links you generate.  

Evolving with user needs

Google was right back in 2018 when they said that the ways people find information on the internet has changed dramatically. That trend has only continued to grow over the past several years with the rise in mobile adoption and omnichannel strategies—making it more important than ever to use a versatile and reliable link shortening service like Bitly to ensure your links perform seamlessly across all platforms and devices.

Advanced features and customizations

The evolution of link sharing and tracking has led users to prefer more sophisticated URL shorteners that offer robust link management, analytics, and customization options all within one platform. With Bitly, customers can:

  • Redirect link destinations at any time

  • Shorten multiple links in bulk

Beyond these customizations, Bitly customers can collect real-time data from every click and compare performance across channels with location and device data.

Moving forward with confidence

Google’s decision to preserve active goo.gl links shows they listened to user feedback—a welcome change in an industry often criticized for abrupt service shutdowns. While inactive links will still disappear on August 25, most users can continue using their goo.gl links without disruption.

However, this update also serves as a valuable reminder: Even when services continue, having a dedicated link management strategy matters. Whether you’re affected by this partial shutdown or simply want more control over your links, now is a perfect time to explore modern link management solutions.

At Bitly, we’ve spent over a decade focused on one thing: creating connections that last. With advanced analytics, custom branded domains, and features designed for today’s multi-channel world, we’re here for those ready to modernize their link strategy.

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