The Birth of Goo.gl
Back in December 2009, Google quietly launched a handy tool called Goo.gl, a URL shortener that made it easy to share long links. At first, it was just meant to help users of Google Toolbar and FeedBurner. But it quickly became popular for something else—sharing links all over the internet.
Why Did Goo.gl Become So Popular?
At the time, Twitter was exploding in popularity, and it had strict character limits. Since Twitter was originally built around SMS messages, every character mattered—including links. Goo.gl was free, simple to use, and gave users short links along with useful analytics like click counts and location data. It even came with a developer-friendly API and browser extensions.
Goo.gl became the go-to tool for sharing links, not just for individuals but also within Google's own products like YouTube, Google Maps, and Google Drive. Millions of people relied on it every day.
Then Google Pulled the Plug
In April 2017, Google announced that Goo.gl would be phased out. The plan was to move toward Firebase Dynamic Links (FDL), a smarter system designed for apps. But this left regular users—who didn't need deep app integration—scrambling to find an alternative.
By March 2019, users could no longer create new short links with Goo.gl. They could still see their old links and data, but the service was basically frozen. In 2024, Google announced that all Goo.gl links would stop working on August 25, 2025—except for some generated by Google's own apps like Google Maps.
What Will Happen on August 25, 2025?
That date could be a disaster for internet users. Over the years, billions of Goo.gl links have been shared across websites, blogs, social media, and documents. On August 25, 2025, all those links will go completely dead. No redirects. No fallback pages. Just errors.
It's hard to grasp how big the impact will be. Think about it—90% of internet users have probably clicked a Goo.gl link at some point. These links are embedded in old tweets, email campaigns, marketing materials, and more. Losing access to them could mean losing access to key information, downloads, and resources.
Top Alternatives to Google URL Shortener
With the impending shutdown of all Goo.gl links, it's essential to find reliable alternatives. Here are some of the best options available today:
1. Shrtnr.pro
Right around the time Goo.gl started to wind down, Shrtnr.pro was created—a free and simple URL shortener designed for everyone. You don't need an account to use it, and it provides click analytics so you can track your links easily. A browser extension is also available to shorten links with a single click.
2. Bitly
One of the most well-known URL shorteners, Bitly offers comprehensive analytics and branded links. While they have a free tier, many advanced features require a paid subscription.
3. TinyURL
A veteran in the URL shortening space, TinyURL is simple and straightforward. It doesn't offer extensive analytics in its free version but gets the job done for basic shortening needs.
4. Rebrandly
Focused on branded links, Rebrandly allows you to use custom domain names for your short URLs, making them more recognizable and trustworthy to your audience.
5. t.ly
Offering a good balance between features and simplicity, t.ly provides analytics while maintaining an easy-to-use interface.
What Makes Shrtnr.pro Stand Out?
While Google needs millions of users to justify keeping a tool alive, indie developers only need thousands to build something sustainable and useful. That's exactly what Shrtnr.pro aims to do—offer a no-fuss, powerful alternative for people who just want short, reliable links.
Unlike some competitors, Shrtnr.pro is committed to keeping its core features free and accessible to everyone. The simple interface, combined with powerful analytics, makes it an excellent choice for both casual users and marketing professionals.
Preparing for the Goo.gl Shutdown
With the August 25, 2025 deadline approaching, now is the time to take action:
- Audit your content: Check your blogs, emails, and social media for Goo.gl links that need replacement.
- Redirect or replace links: Use a new service like Shrtnr.pro to create fresh links for your content.
- Update important documents: Prioritize updating links in important or frequently accessed content.
- Inform your audience: If you've extensively used Goo.gl links in your communications, consider notifying your audience about the changes.
- Spread the word: Help others take action before the August 25, 2025 deadline.
Conclusion
The shutdown of Google's URL Shortener reminds us of the impermanence of digital services, even those from tech giants. As we approach the final shutdown date, it's crucial to migrate to reliable alternatives that offer the features you need without the risk of sudden discontinuation.
Whether you choose Shrtnr.pro or another alternative, the important thing is to start the transition now. By planning ahead, you can ensure that your shortened links continue to direct users to their intended destinations long after Goo.gl goes dark.
