Google is progressing the shutdown of its URL shortener. Consumer access to the service ceased back in 2019, with Google announcing then that all URLs would continue to work. However, they have now announced that any URLs using the ‘goo.gl’ path will no longer return a response after August 2025.

From 23 August 2024, some ‘goo.gl’ links will display an interstitial page (i.e. a page that appears before the target content) to warn users that the link will no longer be supported. The number of ‘goo.gl’ links displaying this warning will gradually increase until next August. After this date, no ‘goo.gl’ links will work.

Who does this impact?

Anyone who has created or used a goo.gl link in the past. It is worth conducting an audit of the links you use on your website, social media profiles, and email campaigns – anywhere that you may have used a shortened ‘goo.gl’ link.

Bitly, another link shortening platform, also recently announced changes to their plans – with the number of links available being downgraded from 10,000 to 10 per month. A drastic change.

This won’t impact any services or systems managed by Direction Forward – we have developed our own URL shortener in response to the changes that top tier providers have been making.

What do you need to do?

We recommend that you transition any ‘goo.gl’ URLs to a reliable service as soon as possible to avoid disruption to using these links

If you would like to use our reliable URL shortener, please get in touch with us to discuss how we can help.