Introduction

The innovations Google has brought to the table, from Chrome to the Google ecosystem, have undeniably shaped the internet. But sometimes, their decisions leave us scratching our heads, frustrated and disappointed. One such decision is the end of goo.gl, their URL shortener service, which brings back memories of other products they have shelved over the years—like Google Reader and, more recently, Google Domains.

The Rise and Fall of goo.gl

When goo.gl was launched, it was a nifty tool that made sharing long, cumbersome URLs a breeze. It offered analytics and QR codes, making it a favorite among both casual users and developers.

But in 2018, Google announced that it would no longer support the creation of new goo.gl links, nudging users towards alternatives like Firebase Dynamic Links

Fast forward to now, and we've learned that all goo.gl links will completely stop working by August 2025. This isn’t just about not being able to make new links anymore; it means that all existing links will die. Clicking on them after the cutoff date will lead to a 404 error -- a digital dead end.

Alternatives to Google URL Shortener

Google suggested Firebase Dynamic Links as an alternative, but guess what? That service is also being deprecated on August 25, 2025. It's a frustrating loop, recommending one product as a replacement only to kill it off later. It makes planning and continuity a nightmare for users.

As goo.gl sunsets, users are left seeking alternatives. Services like Bitly, TinyURL, and dub.co offer similar functionalities, each service comes with its own set of features, policies, and levels of reliability.

I personally prefer dub.co and it has been great in my experience till now. Their team was quick enough to even make the migration process as seamless as possible! Especially their quick alternative as ggl.link

Conclusion

The decision to end goo.gl is a reminder of the impermanence of digital tools. While Google's decision might be based on practical considerations, the impact on users is real and far-reaching. It disrupts current operations, potentially erases valuable information, and once again highlights the precariousness of relying on a single company for critical digital infrastructure.

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