The use of free or public link shortener URLs is prohibited in SMS messaging. It’s understandable that you may want to include shortened links in your SMS communications because full links can take up space. Before you consider using a link shortener, however, it's important to understand the rules for using shortened URLs in SMS.
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Why are certain link shorteners prohibited?
Free or public link shorteners such as Bit.ly are prohibited with SMS.
The reason free or public link shorteners are prohibited is because they are frequently abused by spammers and malicious senders. In addition, shortened URLs are commonly confused with spam and appear untrustworthy to phone carriers which causes them to block delivery of these SMS messages.
To prevent deliverability concerns, our message service prohibits the use of free or public link shortener URLs in SMS messages. If free or public link shorteners are detected in your message, your message will automatically be blocked from sending.
What you are allowed to use to shorten links
In limited circumstances, our messaging service does permit the use of private link shortener URLs that are for use with a specific company. The URL must have a personalized domain specific to the company using it. One example of how this looks is Intel, which has "intel.ly."
Some URL shortener websites offer upgraded plans which give you a unique domain personalized to your business.