Google has launched URL Shortening service at goo.gl. This service takes long URLs and squeezes them into fewer characters to make a link that is easier to share, tweet, or email to friends.
The core goals of this service are:
- Stability – ensuring that the service has very good uptime
- Security – protecting users from malware and phishing pages
- Speed – fast resolution of short URLs
Google URL Shortener is currently available for Google products and not for broader consumer use.