The Google URL Shortener (goo.gl) was launched in December 2009, originally intended to be used with Google Toolbar and Feedburner. However, the need for link shorteners has largely gone away over the past few years, and goo.gl started to wind down last year. It was already unavailable to new users as of May 2018, but now it's gone for everyone. Read More
If you are sharing a link, you want whoever opens it to access the web service in whichever way makes the most sense on their device. On a desktop, you probably want to see it in a browser. On a mobile device, it often works better to open up that service's app. Google's URL shortening service, goog.gl, now offers that functionality. The same link will open either app or browser depending on the OS and whether an appropriate app is installed. Deep linking works on both Android and iOS.
This news is maybe most relevant to developers, but it should end up benefiting end users as well since you shouldn't have to deal with the confusion. Read More