Google URL Shortener to shut down permanently on August 25, 2025

Google yesterday announced the upcoming closure of its URL shortening service, Google URL Shortener, with a complete shutdown scheduled for August 25, 2025. This decision comes after Google transitioned users to Firebase Dynamic Links in 2018, citing changes in user behavior and the emergence of new URL shortening services.

The shutdown will primarily affect developers and users who rely on links created with the Google URL Shortener service, identifiable by the format "https://goo.gl/*". These links will cease to function after the August 25, 2025 deadline.

Phased Shutdown and User Notification

To ease the transition, Google will implement a phased shutdown process beginning on August 23, 2024. During this period, a percentage of existing goo.gl links will start displaying an interstitial page informing users that the link will be discontinued after August 25, 2025, before redirecting them to the original destination. The frequency of these interstitial pages will increase as the shutdown date approaches.

Potential Disruptions and Mitigation Strategies

While the interstitial page aims to provide transparency, it may cause disruptions in the current functionality of goo.gl links. For instance, the presence of the interstitial page could interfere with existing 302 redirects or prevent embedded social metadata from displaying correctly.

Google recommends transitioning away from goo.gl links as soon as possible to minimize these disruptions. However, for users facing critical issues with the interstitial page, Google offers a temporary solution. By adding the query parameter "si=1" to existing goo.gl links, users can suppress the interstitial page.

Alternatives to Google URL Shortener

Google recommended before Firebase Dynamic Links as a replacement for goo.gl links. Firebase Dynamic Links are designed to function across different platforms, including websites and mobile apps. But in addition to the announced shutdown of Google's URL shortener service on August 25, 2025, Google has also confirmed the deprecation of Firebase Dynamic Links. This service, used to create dynamic links that adapt based on user context, will cease operation on the same date. Businesses and developers who rely on either service for link shortening or deep linking functionality will need to migrate to alternative solutions by August 25, 2025.

Other popular URL shortening services include Bitly, TinyURL, and Rebrandly.

Criticism of Google's Decision

The announcement has sparked debate within the developer community. Some users, like Ashleigh Rentz, a former Google employee who worked on link migration projects, criticized Google's decision, arguing that maintaining these links would require minimal resources. Rentz highlighted her experience migrating a large volume of Google code documentation while preserving redirects to minimize link rot.

The shutdown of Google URL Shortener necessitates action from developers and users relying on these links. By transitioning to alternative solutions before August 25, 2025, users can avoid potential disruptions and ensure continued functionality of their shortened links.