The End of Generic Shortened URLs: What You Need to Know

Shortened URLs have long been a staple in SMS and marketing campaigns, making links more manageable and visually appealing. However, major carriers are now cracking down on generic shortened URLs—and the consequences for brands still using them could be severe.
What’s Changing?
Carriers are implementing stricter regulations, requiring all brands to switch to Branded Shortened URLs. Those who continue to use generic shortened URLs (e.g., Bitly, TinyURL) are already receiving violation warnings, and enforcement is ramping up quickly.
Here’s what brands need to know:
✅ Generic shortened URLs will start getting blocked this month.
✅ Violations could lead to number suspensions—a major disruption for businesses relying on SMS campaigns.
✅ Branded Shortened URLs are now mandatory to stay compliant with carrier regulations.
What Does This Mean for Your Business?
If you’re still using a generic URL shortener, it’s time to make the switch. Failing to do so could result in your messages getting blocked—or worse, your numbers being suspended.
Important Notes:

  • We do not provide URL shortening services.
  • We are not affiliated with any URL shortening companies and do not receive any compensation from them.
  • While Bitly is one of the most well-known providers, there are more affordable options available, such as Short.io, Rebrandly, and TinyURL.

How to Transition to a Branded Shortened URL
1️⃣ Choose a URL shortening provider that allows custom branding.
2️⃣ Set up a custom domain to create branded short links.
3️⃣ Update your SMS campaigns to replace generic shortened URLs.
4️⃣ Test your links before sending messages to ensure compliance.
Final Thoughts
These changes may feel like a hassle, but they’re an opportunity for brands to strengthen their credibility. Branded Shortened URLs increase trust, improve deliverability, and ensure compliance—all critical factors for a successful messaging strategy.
Don’t wait until your messages get blocked. Start the transition today and keep your campaigns running smoothly.
Need guidance? Feel free to reach out—we’re here to help!

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