To aid this, we evolved the URL shortener making it possible send the URL in even shorter messages.

FORBES: The Changing Grammar of Communicating Ideas

For the Death Star petition, for instance, URL shortener bit.ly registered 268, 406 clicks on its links leading to page.

FORBES: Beyond the Death Star: White House Proving its Petition Site is More Than Just a Sideshow

This sounds like a good move for security on the service, but a bad move for competing URL shorteners like Bit.ly, which was the default shortener used by Twitter in the past.

FORBES: Twitter To Roll Out URL Shortener To All By End Of Year

The initiative Twitter began back in June to make t.co the default URL shortener for all its users will be completed by the end of this year, said the company in an email it sent out to its entire user base on Wednesday night.

FORBES: Twitter To Roll Out URL Shortener To All By End Of Year