goo.gl, Google’s Link Shortener, Will Stop Working Next Month

Emma Roth, The Verge:

Google will officially deprecate links generated with its URL shortening tool next month. On August 25th, 2025, all links in the https://goo.gl/* format will no longer work and return a 404 error message.

Google shut down its URL shortener in 2019, citing “changes we’ve seen in how people find content on the internet.” Links created with the tool continued to work since then, but Google announced last year that it would begin deprecating them as traffic to the shortened URLs declined. “In fact more than 99% of them had no activity in the last month,” Google said in its July 2024 blog post.

The heyday for link shorteners was the era when Twitter (a) was still Twitter, (b) had a 140-character post limit, and (c) each character of a URL you tweeted counted toward that character limit. None of those things are true anymore. But, still. Cool URLs don’t change.

I’m sure it is true that 99 percent of goo.gl links had no activity in the past month. But I’m just as sure that it would cost next to nothing for Google to keep goo.gl up and running in perpetuity. I mean, 99 percent of all URLs probably had no activity in the last month. 99 percent of all books ever written weren’t read in the last month either, I bet — but that’s no excuse for libraries to throw them in the trash.

It’s fine that Google stopped allowing for the creating of new links a while back, but there’s no reason they should ever stop redirecting existing links. The whole reason anyone might have used goo.gl instead of something like bit.ly is misplaced trust in Google. I trust Google with almost nothing long-term. Mark my words, they’re going to do this with Gmail accounts eventually.

★ Saturday, 26 July 2025