URL shorteners became very popular with social media users, particularly users of Twitter. A URL shortener is helpful because it can allow a user to have a longer message if the shortened link is fewer than the 23 characters an automatically shortened link uses (Twitter automatically shortens links to 23 characters with its T.CO links).
From what I have noticed, there are many ccTLD domain names that are used by companies and individuals to act as URL shorteners. Some of these are “branded” shorteners such as Read.bi (Business Insider), NYTI.ms (New York Times), Goo.gl (Google), CNN.it (CNN), ES.pn (ESPN) and NYP.st (NY Post) to name a few. There are also shortener services such as Bitly and X.co to name a couple. Many smaller websites also use their own url shorteners to give them more room for their tweet messages.
According to an article on Bloomberg Technology (Bloom.bg), Twitter plans to