URL shorteners can be both useful and fun. Google's take on the tech launched in 2009, and added a third-party API, the ability to create QR codes and the power to link right to iOS and Android apps. Even Keanu Reeves has a URL shortener named in his honor. Unfortunately, Google is replacing its own service, goo.gl, with Firebase Dynamic Links (FDL) as of April 13th. These new smart URLs let you send folks to any location within iOS, Android or web apps.
You won't be able to create new goo.gl short links after the 13th, but existing users can manage them via the goo.gl console for the next year. After that, all the links will still work, but you won't be able to access the console itself after March 30th, 2019. Google suggests creating FDLs from now on, or using other shortening services like Bitly and Ow.ly.