Google has released its own URL shortener called Goo.gl. The service is considered a direct challenge to Bit.ly and TinyURL.
More people are sharing links online, especially through services like Twitter, which have character limitations. Goo.gl currently is only compatible with Google's browser toolbar and Feedburner RSS service. Should it prove to be successful, the company will consider making it available to a wider audience, CNET News reports.
Google believes its name will reassure and attract users, says The Inquirer. The company says that the shortened URLs will be automatically fed through a security checker to make sure users do not click on malicious sites. Phishers have used shortened URLs as a tool to conceal links to malware sites, says IT Business Edge blogger Sue Marquette Poremba.