URL shortening is a technique on the World Wide Web in which a Uniform Resource Locator (URL) may be made substantially shorter and still direct to the required page.

This is achieved by using a redirect which links to the web page that has a long URL. For example, the URL "https://example.com/assets/category_B/subcategory_C/Foo/" can be shortened to "https://s.phcomm.biz/ABC", and the URL "https://en.wikipedia.org/wiki/URL_shortening" can be shortened to "https://s.phcomm.biz/FDE".

There are several reasons to use URL shortening. The main one is to save characters in your message since each SMS cost depends on the length of the message.

Often regular unshortened links may be aesthetically unpleasing. Many web developers pass descriptive attributes in the URL to represent data hierarchies, command structures, transaction paths or session information. This can result in URLs that are hundreds of characters long and that contain complex character patterns. Such URLs are difficult to memorize, type out or distribute. As a result, long URLs must be copied and pasted for reliability. Thus, short URLs may be more convenient for websites or hard copy publications (e.g. a printed magazine or a book), the latter often requiring that very long strings be broken into multiple lines (as is the case with some e-mail software or internet forums) or truncated.

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