Remember the good old days of goo.gl? Google’s URL shortener was a simple, reliable tool loved by many for its no-fuss approach to link shortening. When Google decided to sunset the service, it left a void for marketers, businesses, and individuals who relied on it for clean, shareable, and trackable links.
If you’re still searching for a worthy successor, you’re in the right place. The need for effective link management hasn’t disappeared, and thankfully, several excellent Google URL shortener alternatives have risen to the occasion in 2025.
This guide will walk you through the top 5 alternatives, comparing their features and benefits, and ultimately show you why URL.rw might just be the all-in-one solution you’ve been looking for.
What Ever Happened to Google URL Shortener (goo.gl)?
In March 2018, Google announced it was discontinuing its popular goo.gl URL shortener. For existing users, links continued to work, but the ability to create new short links via the goo.gl console was phased out by March 2019.
Google cited a shift in how people share content online, encouraging developers to explore Firebase Dynamic Links, which offer more advanced app-focused deep linking features. However, for general-purpose URL shortening, this left many users seeking straightforward alternatives.
Why You Still Absolutely Need a URL Shortener in 2025
Even with changes in online sharing habits, the core benefits of using a URL shortener remain incredibly relevant:
- Branding: Custom short URLs reinforce your brand identity, making your links instantly recognizable and more trustworthy.
- Trackability & Analytics: Modern shorteners offer detailed analytics, allowing you to track click-through rates, geographic data, referral sources, and more. This data is invaluable for refining your marketing efforts.
- Manageability: Keep your links organized in one dashboard, edit destination URLs even after sharing, and manage campaign links efficiently.
- Improved Aesthetics: Long, clunky URLs can look unprofessional and spammy. Short links are cleaner, more appealing, and fit better in social media posts, emails, and print materials.
- Enhanced User Experience: Short, memorable links are easier for users to type and trust, especially when they are branded.
- Beyond Links: Many modern platforms now integrate features like QR code generation and bio link pages, turning a simple shortener into a powerful engagement tool.
Key Criteria for Choosing a Great URL Shortener Alternative
When evaluating alternatives to Google’s service, consider these factors:
- Customization & Branding: Can you create custom slugs (e.g., url.rw/your-brand) or use your own custom domain?
- Analytics & Tracking: Does it offer robust click tracking and insightful reports?
- Ease of Use: Is the interface intuitive and user-friendly?
- Reliability & Uptime: Are the links stable and always accessible?
- Security: Does it offer features to protect against malware or phishing through its links?
- Pricing & Free Tier: Is there a generous free plan for basic needs and scalable paid plans for advanced features?
- Advanced Features: Does it offer extras like QR code generation, bio links, API access, or team collaboration?
Top 5 Google URL Shortener Alternatives in 2025
Let’s dive into some of the best contenders in the market today.
1. Bitly
Bitly is perhaps one of the most well-known URL shorteners. It offers a robust platform trusted by many large brands.
- Pros: Comprehensive analytics, link retargeting features, integration with many third-party tools, reliable service.
- Cons: The free plan can be quite limited (e.g., number of branded links, custom domain restrictions), and paid plans can become expensive for small businesses. Customization options on lower tiers are minimal.
- Key Features: Link management, branded links (paid), campaign analytics, mobile deep linking.
2. Rebrandly
Rebrandly focuses heavily on branded short links, positioning itself as a tool to create custom links that enhance brand visibility.
- Pros: Excellent for creating fully branded links with custom domains, good for managing multiple domains, offers UTM builder.
- Cons: The free plan is somewhat restrictive on the number of links and tracking features. Core strength is branding, so if you need a wider suite of tools, you might look elsewhere or pay more.
- Key Features: Custom domain names, link analytics, UTM parameters, team collaboration.
3. TinyURL
TinyURL is one of the oldest and simplest URL shorteners available. It’s known for its straightforward, no-frills approach.
- Pros: Extremely easy to use, no account required for basic shortening, links don’t expire.
- Cons: Very basic feature set, limited analytics (often none on the free version beyond a simple redirect count), no advanced features like custom domains on the free plan. Can sometimes be perceived as less professional due to its generic domain.
- Key Features: Quick and anonymous link shortening, link customization (the part after tinyurl.com/).
4. BL.INK
BL.INK is a more enterprise-focused URL shortener, offering features geared towards businesses and teams that need robust link management and analytics.
- Pros: Strong analytics, good for team collaboration, offers custom domains and high levels of security.
- Cons: Can be more expensive, particularly for smaller users. The interface, while powerful, might have a steeper learning curve than simpler tools.
- Key Features: Branded short links, enterprise-level analytics, campaign tracking, user roles and permissions.
And Now, Why URL.rw Shines as Your Go-To Alternative
While the options above each have their merits, URL.rw is designed to provide a powerful, versatile, and user-friendly link management experience that not only replaces what Google URL Shortener offered but takes it to the next level.
Here’s why URL.rw stands out in 2025:
- Comprehensive Free Tier & Affordable Power: URL.rw offers a generous free plan that includes features many others charge for, like a significant number of custom short links and basic analytics. Our premium plans are competitively priced, offering advanced functionality without breaking the bank.
- Effortless Customization & Branding: Say goodbye to generic links! With URL.rw, you can easily create custom back-halves for your short URLs (e.g.,
url.rw/summer-sale) to make them memorable and relevant. For ultimate branding, connect your own custom domain to ensure every link shared reinforces your brand identity. - Deep Dive Analytics: Knowledge is power. URL.rw provides robust analytics that go beyond simple click counts. Understand who is clicking your links, where they’re coming from, what devices they’re using, and track the performance of your campaigns in real-time. This is the data you need to optimize your marketing and communication strategies.
- More Than Just Shortening – Bio Links & QR Codes:
- Bio Link Pages: In today’s social media landscape, having a single, powerful link in your bio is crucial. URL.rw includes an intuitive bio link page creator. Consolidate all your important links onto one beautifully designed, mobile-friendly page.
- Integrated QR Code Generator: QR codes are booming. With URL.rw, you can instantly generate dynamic QR codes for your shortened links. Perfect for print marketing, packaging, event signage, and even creating QR code menus for restaurants and cafes.
- User-Friendly Interface: We believe powerful tools don’t need to be complicated. The URL.rw dashboard is designed for clarity and ease of use, allowing you to manage your links, view analytics, and access all features without a steep learning curve.
- Reliability and Security: We prioritize the stability and security of your links. With URL.rw, you can trust that your shortened URLs will work flawlessly and safely direct your audience.
URL.rw isn’t just about making long URLs shorter; it’s about empowering you with a suite of tools to better connect with your audience, enhance your brand, and gain actionable insights from your shared content.
How to Choose the Right Alternative for YOU
The “best” URL shortener ultimately depends on your specific needs:
- If you need extreme simplicity for occasional use, TinyURL might suffice.
- If your sole focus is deep enterprise branding with a larger budget, Rebrandly or BL.INK could be options.
- If you’re looking for a popular, albeit potentially pricier, all-rounder, Bitly is there.
However, if you’re seeking a versatile, feature-rich, and affordable Google URL Shortener alternative that grows with you, offering powerful branding, insightful analytics, and valuable extras like bio links and QR codes, then URL.rw is built for you.
Ready to Upgrade Your Links?
The era of goo.gl may be over, but the world of effective link management is more exciting than ever. Stop missing out on branding opportunities and valuable click data.
Take control of your links today!
We’re confident that once you try URL.rw, you’ll see why it’s a shining star among Google URL shortener alternatives in 2025.
