Google URL Shortener links will no longer be available

In 2018, we announced the deprecation and transition of Google URL Shortener because of the changes we’ve seen in how people find content on the internet, and the number of new popular URL shortening services that emerged in that time. This meant that we no longer accepted new URLs to shorten but that we would continue serving existing URLs.

Today, the time has come to turn off the serving portion of Google URL Shortener. Please read on below to understand more about how this will impact you if you’re using Google URL Shortener.
↫ Sumit Chandel and Eldhose Mathokkil Babu

It should cost Google nothing to keep this running for as long as Google exists, and yet, this, too, has to be killed off and buried in the Google Graveyard. We’ll be running into non-resolving Google URL Shortener links for decades to come, both on large, popular websites a well as on obscure forums and small websites. You’ll find a solution to some obscure problem a decade from now, but the links you need will be useless, and you’ll rightfully curse Google for being so utterly petty.

Relying on anything Google that isn’t directly serving its main business – ads – is a recipe for disaster, and will cause headaches down the line. Things like Gmail, YouTube, and Android are most likely fine, but anything consumer-focused is really a lottery.