URL Shortening service are most popular because it squeezes the web links that is easier to share with friends like in social website ,emails and sms. Stability – Ensuring that the service has very good uptime Security – protecting users from malware and phishing pages Speed – fast resolution of short URLs Redirecting-URL switching from shortening to original content link Google unveiled short url for all the web links Go to Google URL Shortner Goo.gl and squeeze the web links!