Please don’t use 3rd party relays for your URLs. It’s bad enough to have your own server, domain, etc. as single points of failure and bottlenecks without adding a 3rd party into the mix, who either themselves or someone that takes over their domain later track users, randomly redirect your users to a malicious site, or just fail.

I know people have fond memories of long ago when they thought surely some big company’s URL shortener would never be taken down and learned from that when it later was.

This! I've run into very frustrating examples of legit sites doing that, for no defensible reason at all.

For example, the healthcare.gov emails. For links to that domain, they would still transform them with lnks.gd, even though:

1) The emails would be very long and flashy, so they're clearly not economizing on space.

2) The "shortened" URL was usually longer!

3) That domain doesn't let you go straight to the root and check where the transformed URL is going.

It's training users to do the very things that expose them to scammers!