Google Scraps Plans for URL Shortener Service

Google has reversed its earlier decision to fully discontinue support for its goo.gl URL shortening service. While the company initially planned to end all functionality, it has now confirmed that certain shortened links will remain active, following user feedback.

According to Google, 99% of these URLs currently see no traffic. However, they have opted to maintain access for a small portion of links, ensuring limited but continued support instead of a full shutdown.

Google URL Shortener

Google has recently updated its approach regarding the goo.gl URL shortening service, a platform it initially launched to allow users to create compact, shareable links. Originally, Google announced the discontinuation of support for all goo.gl links, planning to phase them out completely by August 25, 2025. However, after receiving user feedback, the tech giant has since reconsidered this blanket shutdown.

Back in 2018, Google declared the end of the URL shortener service, stating that it would no longer accept new URLs for shortening. Despite this, existing shortened links continued to function. The service had played a key role for years, particularly in sharing links through social media, documents, and other digital content.

As time progressed, Google’s internal analysis revealed a striking statistic: 99% of the shortened goo.gl URLs no longer received any web traffic. This led to their decision, announced on July 18, 2025, to discontinue all support for the goo.gl links, regardless of their activity levels.

This announcement triggered a wave of responses from long-time users and developers, many of whom expressed concerns about the impact on legacy content. These shortened links had been embedded in countless places, including blog posts, academic papers, presentations, and videos.

Listening to the concerns, Google reassessed its stance. On August 1, 2025, they announced a refined approach. Rather than ending support for all goo.gl links, they decided to continue supporting those that still receive regular traffic. This was seen as a fair compromise, preserving the functionality of active links while retiring the dormant ones.

Google’s updated guidance indicates that only those goo.gl links which are no longer being accessed will cease to function after August 25, 2025. This new policy means users won’t be blindsided by dead links if their URLs are still relevant and in use.

In their statement, Google acknowledged the widespread integration of goo.gl links across the internet. They stated: “We understand these links are embedded in countless documents, videos, posts and more, and we appreciate the input received.” This signalled a clear understanding of how deeply ingrained the service had become.

To help users determine the status of their links, Google has provided a simple check. By visiting the goo.gl link, users can see if a warning message appears. If the message says, “This link will no longer work in the near future,” it indicates the link is inactive and scheduled for deactivation.

For those encountering such warnings, Google recommends transitioning the link to another URL shortening service. This ensures that important information and references remain accessible after the support ends for unused goo.gl links.

Conversely, if a link does not show the warning message, it will continue to function as usual. This provides some reassurance for website owners and publishers who have actively used the goo.gl service over the years.

Despite the phase-out for unused links, Google has reassured users that the system will continue to handle actively used URLs without interruption. This compromise demonstrates Google’s willingness to adapt based on community input.

It is worth noting that Google’s decision comes amid a broader trend of large tech firms retiring older services that no longer align with modern usage patterns. In the age of new platforms and link management tools, legacy services like goo.gl face diminishing relevance.

Even so, the change has prompted many organisations and individual users to re-evaluate their link management strategies. Many have begun migrating their legacy links to platforms such as Bitly or TinyURL, both of which continue to offer robust support.

The adjusted policy also highlights the importance of digital content sustainability. As online content continues to grow, ensuring that links remain live and functional plays a critical role in preserving the web’s integrity.

In conclusion, Google’s revised decision balances practicality with user needs. By maintaining access to active goo.gl links while retiring the unused ones, they preserve crucial access points on the web while phasing out an ageing service with minimal disruption.