Updated February 2026
Google URL Shortener (goo.gl) Shutdown — Best Free Alternatives
Google's URL shortener is gone for good. As of August 2025, every single goo.gl link stopped working. If you're looking for a replacement, here are the best alternatives that actually work in 2026.
What Happened to Google URL Shortener (goo.gl)?
Google launched goo.gl back in 2009 as a simple, fast URL shortener. For nearly a decade, it was one of the most popular link shortening services on the internet. Millions of people used it to create short, clean links for sharing on social media, in emails, and across the web.
Then Google pulled the plug. Here's the timeline:
- March 30, 2018: Google announced the deprecation of goo.gl. No new users could create accounts.
- March 30, 2019: The service stopped allowing anyone to create new short links. Existing links continued to redirect.
- August 25, 2025: The final shutdown. All existing goo.gl links stopped redirecting entirely. Every goo.gl link on the internet became a dead link overnight.
Google initially pointed users toward Firebase Dynamic Links (FDL) as a replacement. But in a frustrating twist, Google deprecated Firebase Dynamic Links too, shutting it down on the exact same date -- August 25, 2025. This means Google no longer offers any URL shortening service at all.
If you still have goo.gl links in your content, emails, printed materials, or social media posts, they are now completely broken. Visitors will see a 404 error page. You need to replace them as soon as possible.
Why Did Google Shut Down goo.gl?
Google never gave one single definitive reason, but several factors contributed:
- Abuse and spam: URL shorteners are frequently abused by spammers and phishing attacks to hide malicious URLs. Maintaining a safe, abuse-free shortener at Google's scale was costly.
- Strategic shift: Google wanted to focus on Firebase Dynamic Links for app developers, offering deep linking capabilities that a basic shortener couldn't provide. This strategy also ultimately failed.
- Product consolidation: Google regularly kills products that don't align with its core business. goo.gl joined a long list alongside Google Reader, Google+, and dozens of other discontinued services.
- No revenue model: goo.gl was completely free with no paid tier. It generated no direct revenue for Google while requiring ongoing infrastructure and moderation costs.
Whatever the reasons, the result is the same: anyone who relied on goo.gl needs a new solution. The good news is that several excellent alternatives have emerged, many offering features that goo.gl never had.
Top 5 Free Alternatives to Google URL Shortener in 2026
1. TrimLink -- Best Overall goo.gl Replacement
TrimLink is a privacy-first URL shortener that gives you everything goo.gl offered and more. It was built specifically for people who want simple, fast link shortening without sacrificing privacy or paying enterprise prices.
Why it stands out
- 25 free links per month with analytics
- Custom domain support on the free plan
- Privacy-first -- no visitor tracking or cookies
- Free QR code generator and UTM builder
- Paid plans start at just $5/month
Considerations
- Newer platform (smaller community)
- Fewer third-party integrations (for now)
Best for: Anyone who wants a modern, privacy-respecting replacement for goo.gl with analytics and custom domains included free.
2. Bitly -- Most Well-Known Alternative
Bitly is the biggest name in URL shortening and has been around since 2008. It's the default choice many people reach for when they need a link shortener. However, Bitly has moved aggressively upmarket in recent years, making its free tier increasingly restrictive.
Pros
- Trusted brand with years of reliability
- Solid analytics dashboard
- Wide range of integrations
Cons
- Free plan limited to 10 links per month
- Custom domains require paid plan ($10+/mo)
- Pricing keeps increasing
Best for: Teams and businesses that need enterprise-grade features and have the budget for paid plans.
3. TinyURL -- Simplest Free Option
TinyURL has been around since 2002, making it one of the oldest URL shorteners on the web. It does one thing well: turn long URLs into short ones, instantly, with no signup required. If you just want the closest experience to what goo.gl offered -- paste a link, get a short link -- TinyURL is it.
Pros
- No signup required
- Unlimited free links
- Dead simple, no learning curve
Cons
- No analytics on the free plan
- Custom domains only on Pro ($16/mo)
- No team or collaboration features
Best for: Quick, one-off link shortening when you don't need analytics or tracking.
4. Dub.co -- Best for Developers
Dub.co is an open-source URL shortener that has gained significant traction among developers and startups. It offers a polished UI, a powerful API, and transparent pricing. If you're technical and want full control over your link infrastructure, Dub.co is worth considering.
Pros
- Open source and self-hostable
- Excellent developer API
- Modern, beautiful dashboard
Cons
- Free tier limited to 25 links per month
- Paid plans are expensive ($30/mo for Pro)
- Newer company, less proven at scale
Best for: Developers and startups who want an open-source, API-first URL shortener.
5. ShortURL.at -- No-Frills Free Shortener
ShortURL.at is a minimalist URL shortener that is completely free to use. There are no accounts, no paid plans, and no complex features. You paste in a URL, click a button, and get a short link. It is the closest thing to the original goo.gl experience in terms of pure simplicity.
Pros
- 100% free, no paid plans
- No signup or account needed
- Basic click statistics included
Cons
- No custom domains
- No API access
- Very basic analytics
Best for: Casual users who need a quick short link without creating an account or paying anything.
goo.gl Alternatives Comparison Table
| Tool | Free Tier | Custom Domain | Analytics | API | Pricing |
|---|---|---|---|---|---|
| goo.gl (dead) | Shut down | No | N/A | N/A | N/A |
| TrimLink | 25 links/mo | Yes (free) | Yes | Growth+ plans | Free / $5 mo |
| Bitly | 10 links/mo | Paid only | Basic (free) | Yes | Free / $10 mo |
| TinyURL | Unlimited | Paid only | No (free) | No | Free / $16 mo |
| Dub.co | 25 links/mo | Yes (1 free) | Yes | Yes | Free / $30 mo |
| ShortURL.at | Unlimited | No | Basic | No | Free |
How to Migrate from goo.gl to a New URL Shortener
Since all goo.gl links are now dead, migration is not about transferring links -- it is about finding and replacing every broken goo.gl link you have. Here is a step-by-step guide:
Step 1: Find all your goo.gl links
Search your website codebase, CMS, email templates, social media posts, Google Docs, and spreadsheets for "goo.gl". Use your browser's site search or a tool like grep to find every instance. Don't forget to check printed materials, PDFs, and presentations too.
Step 2: Find the original destination URLs
If you kept records of where your goo.gl links pointed, use those. If not, try the Wayback Machine at web.archive.org to look up what your goo.gl links used to redirect to. You can also check Google Analytics referral data for clues about the original destination URLs.
Step 3: Create new short links
Sign up for a URL shortener like TrimLink, Bitly, or TinyURL. Create new short links for each of your original destination URLs. If you are creating many links, look for a service with bulk link creation or an API -- TrimLink and Bitly both offer this.
Step 4: Replace the old goo.gl links everywhere
Update your website, emails, social media bios, and any digital content with the new short links. For websites, a find-and-replace across your codebase is the fastest approach. For social media posts, you may need to edit or repost content with the new links.
Step 5: Set up redirects if you had goo.gl links on your own domain
If you had pages on your website that redirected through goo.gl, set up direct redirects on your server instead. This eliminates the dependency on any third-party shortener for critical links. For less important links, use your new URL shortener going forward.
Why You Should Not Rely on Google for URL Shortening Again
Google has a well-documented history of shutting down services. From Google Reader to Google+ to Hangouts to goo.gl itself, relying on free Google services comes with the inherent risk that Google will discontinue them when they no longer align with the company's strategy.
The goo.gl shutdown was particularly painful because it did not just remove a tool -- it broke billions of existing links across the internet. Emails, blog posts, printed materials, QR codes, and social media posts that contained goo.gl links all became dead ends overnight.
When choosing a URL shortener in 2026, look for a service where URL shortening is the core business, not a side project. Companies like TrimLink, Bitly, and TinyURL exist specifically to shorten and manage links -- they are far less likely to abandon the service because it is their entire product.
Frequently Asked Questions
Why did Google shut down goo.gl?
Google shut down goo.gl as part of a broader strategy to consolidate its developer tools. Google deprecated the goo.gl URL shortener in March 2019 and shifted focus to Firebase Dynamic Links (FDL). However, Firebase Dynamic Links was also deprecated in August 2025, meaning Google no longer offers any public URL shortening service.
Do goo.gl links still work in 2026?
No. As of August 25, 2025, all existing goo.gl short links stopped redirecting to their original destinations. Google initially planned to show an interstitial warning page, but ultimately all goo.gl links now return a 404 error. If you had goo.gl links in use, they are permanently broken.
What is the best free alternative to Google URL Shortener?
The best free alternative depends on your needs. TrimLink offers 25 free links per month with analytics and a custom domain. TinyURL is the simplest option requiring no signup. Bitly offers a free tier with 10 links per month. For most users migrating from goo.gl, TrimLink or TinyURL provide the best balance of features and ease of use.
How do I migrate my old goo.gl links?
Since goo.gl links are completely dead, you cannot transfer them directly. Instead, you need to find everywhere you used goo.gl links (emails, social media, printed materials, websites) and replace them with new short links from an alternative service like TrimLink, Bitly, or TinyURL. For websites, use find-and-replace across your codebase. For printed materials, you will need to reprint with new URLs.
Is Firebase Dynamic Links a replacement for goo.gl?
No. Google initially directed goo.gl users to Firebase Dynamic Links (FDL) as a replacement, but FDL was also deprecated and shut down on August 25, 2025. Google no longer provides any URL shortening service. You need to use a third-party alternative like TrimLink, Bitly, or TinyURL.
The Bottom Line
Google URL Shortener is gone and it is not coming back. The good news is that the alternatives available in 2026 are better than goo.gl ever was. Here is our recommendation based on your situation:
- Want the best all-around replacement? TrimLink -- free analytics, custom domains, and privacy-first design.
- Need something dead simple? TinyURL -- no signup, just paste and shorten.
- Need enterprise features? Bitly -- the industry standard for large teams.
- Are you a developer? Dub.co -- open source with a great API.
- Want 100% free with no account? ShortURL.at -- no frills, no cost.
Whatever you choose, do not wait. If you still have goo.gl links out there, they are already broken. Replace them now before you lose more traffic.
Switch from goo.gl to TrimLink -- Free
25 free links per month. Custom domain included. Privacy-first analytics.
No more worrying about Google killing your shortener.