URL shortener
Also known as: link shortener, short link service

URL Shortener

A web service that maps a long destination URL onto a shorter, usually domain-plus-slug, address and redirects visitors to the original whenever the short link is requested.

URL shorteners sit between a user and a destination. The service stores a database row keyed by a short slug (for example `abc123`) that points at the long target, and serves an HTTP redirect whenever the short form is visited. That indirection opens the door to extra features the raw long URL cannot provide: click counting, geographic analytics, expiration dates, password gates, A/B rotation, and branded domains. Modern shorteners typically use a 301 permanent redirect for links marked immutable and a 302 or 307 temporary redirect for links that may be rewritten later, so browsers and search engines cache appropriately. Abuse prevention is a core concern because shorteners can mask phishing or malware URLs; reputable services run domain blocklists, content-safety scans, and rate limits on slug creation. Shorteners are heavily used in SMS and social posts where character count matters, in print and QR codes where the shorter the string the smaller and more scannable the code, and in email campaigns where per-link analytics replace raw clicks in the inbox. The tradeoff is an additional network hop and a dependency on the shortener staying online — a dead shortener kills every link that was ever issued through it.

Examples

  • 1URL.at turning `https://example.com/product-launch-2026?utm_source=email` into `1url.at/launch`.
  • A podcast host printing `1url.at/subscribe` on album art so listeners can type the address without fumbling a full marketing URL.

Related terms

Reference

RFC 7231 — HTTP/1.1 Semantics and Content