Google to stop goo.gl URL shortener: links will stop working on 25 August 2025
By: Russell Thompson | 25.07.2025, 13:31
Google has announced that it will discontinue its goo.gl shortener: all old https://goo.gl/* format links will stop working on 25 August 2025 and will generate a 404 error. To avoid the consequences of "broken links" and lost traffic, Google advises replacing them with direct URLs or using alternative services.
What happened before
The Google URL Shortener (goo.gl) service was launched in December 2009, but stopped accepting new links from 13 April 2018. In March 2019, it finally closed access to existing users. From23 August 2024, Google began showing users a warning when they click on such links: "This link will stop working soon".
Intermediate page displayed for some goo.gl links from 23 August 2024. Illustration: Google
Why it matters
- To users: old goo.gl links placed on websites, emails, social media or QR codes will stop working - resulting in lost traffic, convenience and trust in content. Especially critical if the links lead to important pages.
- Developers: the service is completely unavailable for new links, and it's time to look for alternatives like Firebase Dynamic Links, Bitly, TinyURL or Rebrandly.
What to do
- Audit all goo.gl links you've created or that your site links to. A project with tools like Ahrefs, Majestic or Screaming Frog will help identify such links.
- Replace links with direct URLs or links through modern shortening services. If the link is hosted on a third-party resource - request the author to update it.
- Consider switching to a branded shortener, your own domain, and a shortening service (e.g. Polr, Snapp) to maintain control and analytics.
Source: Google
