url shortening is a technique on the World Wide Web in which a Uniform Resource Locator (URL) may be made substantially shorter in length and still direct to the required page. This is achieved by using an HTTP Redirect on a domain name that is short, which links to the web page that has a long URL. This is especially convenient for messaging technologies which severely limit the number of characters that may be used in a message.
Other uses of URL shortening are to "beautify" a link, track clicks or disguise the underlying address
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