Since Goo.gl shut down back in March 2019, there have not been many other options for shortening URLs. Bitly and Rebrandly are the top companies in the link shortening space but I believe they are too expensive and more complicated than what most people need.
Over the past couple of months, I have been working on a new shortener service T.LY. T.LY offers generous plans with the ability to track stats, protect links with a password and expire links from a number of clicks and/or dates. The API is simple to use and would be a great addition to any application needing to shorten long URLs. There is also an extension for Chrome Firefox, which makes shortening links a breeze.
As I have been working on the service, I have been posting updates to IndieHackers. If you have any questions, please leave a comment below.