Google has announced that it will no longer proceed with its original plan to deactivate all goo.gl short links on 25 August, marking a significant policy reversal that comes in response to user feedback. The company clarified that only links previously flagged for deactivation will be affected; all others will remain active and continue to function as usual.
Google responds to user concerns
Google first announced in July 2024 that all goo.gl links would cease to function from 25 August. The decision followed a 2019 move to stop the creation of new goo.gl URLs, citing declining usage. At the time, the tech giant stated that over 99% of the existing links had seen “no activity in the last month” and explained the decision as part of efforts to streamline services and retire ageing infrastructure.
However, the move triggered concern among users who still rely on the short links in archived content such as videos, social media posts, and documents. Many raised the issue that these links are deeply embedded across the web and in professional resources, making their sudden disappearance potentially disruptive.
In response, Google issued an update on 2 August, confirming that it will preserve the vast majority of goo.gl links. “All other goo.gl links will be preserved and will continue to function as normal,” the company stated. The only exceptions are those links that already displayed a deactivation warning — specifically, URLs flagged nine months ago due to “no activity in late 2024.” These will still be deactivated as planned.
The original deactivation plan affected inactive links
The original plan targeted links that had been dormant for an extended period. Google’s deactivation messages were shown on these specific URLs to inform users of the upcoming change. The goal was to clean up the platform by retiring unused links, aligning with Google’s broader approach to phasing out older services with limited user engagement.
By narrowing the scope of deactivation, Google aims to strike a balance between service management and user needs. It acknowledged that many goo.gl links remain essential to users, despite a drop in click-through activity. The company noted: “We understand these links are embedded in countless documents, videos, posts and more, and we appreciate the input received.”
This shift reflects Google’s growing sensitivity to user reliance on legacy tools, especially those still embedded in online content that remains in circulation long after the tools themselves have been phased out.
Continued access for existing goo.gl URLs
Going forward, the majority of goo.gl links will remain active, ensuring continued access for users and businesses who depend on them for sharing content. Google’s announcement offers relief to those who had been preparing for widespread link breakage across platforms and archives.
While the company has long since moved on from the goo.gl URL shortener — replacing it with Firebase Dynamic Links and other modern alternatives — this latest update signals a more cautious and user-focused approach to managing legacy products.
